PROJECT TYPE: branding, strategy
SOLUTION AREA: new materials innovation
Cucumber revamps their brand and launches a digital strategy telling their sustainability story
Cucumber Clothing is a sustainable fashion brand using cutting-edge, long-lasting, breathable fabrics that are require minimal after care and are anti-crush. Their 37.5® Technology collection incorporates volcanic minerals which require no water or human-made energy in its manufacture, is 50% made from sustainable beechwood forests in Austria and helps keep the body at the ideal core temperature of 37.5° Celsius. It is also 100% compostable and biodegradable.
Cucumber is 100% British made (within 5 mile radius from the founders' homes), other than the material, which is imported only because there is nothing in the UK that meets our exacting standards at the moment. In addition, their packaging that is made with 100% compostable and biodegradable film made from potato starch.
When we were approached by Cucumber, we quickly realised that the story of sustainability and innovation the founders were telling us wasn't reflected at all on digital. We proposed to take a step back in order to build solid marketing foundations (from the value proposition to the brand pillars and the emotional and functional benefits for the customer) in order to proceed with a rebrand. We also ran an overall audit of the digital presence of the brand and created a strategy for Cucumber to execute, focused on Instagram and email marketing for acquisition. We also supported Cucumber in hiring a Digital Marketing Intern that is leading with the founders the digital marketing efforts.
We were ready to do a complete overhaul of our website, branding and marketing strategy and interviewed a series of different companies to help us navigate this process. Lara’s vision, energy and experience shone through and we have been thoroughly rewarded for having chosen her to help us. In all areas of brand messaging, marketing, website strategy and hires, she has been an invaluable resource. We have been continually impressed with her thought process, organisation and responsiveness. Not surprisingly she is also excellent at communicating. We would unhesitatingly recommend her to anyone looking for a brand and marketing strategist.
EILEEN & NANCY, FOUNDERS