Initially designed by horse riders for horse riders, Q-LINN is a high-pedigree European brand, which now provides performance underwear to women involved in all types of sports, or any woman who loves extra elegance and support. Our client was passionate about bringing the brand to Australia to help as many women as possible with Q-LINN’s ‘Perfect bra guaranteed’ promise, and in 2013 Q-LINN became available to Australian women with great success. Fast forward to present day, and the brand was requiring some strategic direction and brand refresh.
Q-LINN Australia had a great opportunity to position itself strongly in the e-commerce market, however there was a mismatch between the elegant performance underwear products and the brand’s online presence, which has gotten diluted over the years. Our challenge was to reposition the brand as a sought-after, elegant and premium product, ensuring all touch points of the brand reflect the same qualities.
As part of our ongoing work for Q-LINN Australia we have reviewed the Digital Strategy, Website Structure and Design and even product nomenclature and groupings, to ensure that every experience with the brand became associated with elegance, simplicity and seamlessness. The new supporting colour palette, typography and imagery selected, all reflect the new ‘Luxury European’ style, and we injected that new style when rolling out other supporting marketing collateral.
Q-LINN Australia has unmistakably regained it’s deserved spot as the ‘luxury performance underwear’ brand with the refreshed visuals and brand new website. Early indications after the new site’s go-live are positive and we will be keeping an eye on the results.