Emily Cheetham the designer behind Cheet Bags, had started to find success in her English-inspired brand of bags in France and Korea. Encouraged by thriving sales and orders overseas, she decided to rename and rebrand, to appeal to these markets and to help accelerate her global expansion plans.
To find a way to push the brand into the limelight and the international arena, in caliber with the likes of Anya Hindmarch, Emily Cheetham decided to change the name and identity to make it more international – we had to find a way to create a new, related name, without confusing existing buyers and losing equity in the existing name and brand. With several important Parisian trade-shows in the calendar, Emily planned the timely re-brand to also overcome a slow down in consistent production of collections.
Brand New Day created a strategy that honed in on Emily’s point of difference – the beauty of traditional, handcrafted bespoke English designs, combined with a quirky flair for modern design accents and functional usage. The brand identity highlighted this positioning in design, through bright colours, and quirks currently given with every bag purchased, such as coins and kerchiefs. Fun, playful, yet detailed aesthetics craftily highlighted the beauty and modern functionality of the bags.