Over the last 20 years, Neon Buddha has developed a cult-like following thanks to their playful designs, high quality fabrics and incredibly forgiving cuts. Women throughout North America buy Neon Buddha’s colourful knits, season after season. But with a celebrated new lead designer, a new production model and a new direct-to-consumer focus, the brand was overdue for a major overhaul.
November 2018 – present
- Full Rebrand including Story, Tagline, Positioning + Identity
- Ecommerce Site Design
- Seasonal Lookbooks and Campaign Direction
- Ecomm Catalogue Art Direction + Product Copy
- Ongoing Content Marketing
- Amazon Enhanced Content
We partnered with Neon Buddha’s small distributed team across every component of the refresh, from updating their logo to launching a new website designed to drive conversion.
Our starting place was gaining a holistic understanding of the Neon Buddha fanbase—fun, active 40–60-year-olds living primarily in suburban neighbourhoods across Canada and the US. We connected with these women directly to understand what they love about the brand, how they live their lives and what factors into their clothing choices. With their valuable input, we crafted a new story and brand essence that focuses on the adventure and joy we can find every single day. We brought that essence to life with a new brand voice, dubbed “the Bohemian Host”—fun, adventurous, expressive, warm and independent.
We refreshed the logo, making it clean and fresh while still keeping the familiar meditating figure customers associate with Neon Buddha. A fresh, playful tagline—“Express your zen”—delivered context for the new logo.
It was a thrill to then apply this new look to each of the brand’s platforms—from a brand new Magento ecommerce site to weekly marketing emails, digital ads and ongoing social assets. At the same time, we took on the brand’s quarterly ecommerce photoshoots to tidy up and elevate the aesthetic across the board. Finally, we brought the new clean, natural feel to Neon Buddha’s seasonal lookbooks.
With a full suite of assets in place, we’ve recently begun creating a consistent presence across Neon Buddha’s digital marketing channels to amplify their reach. We’re excited to help their team drive passionate fans to express their zen through a fun new shopping experience—and help them pick up new customers along the way.