Myer House Brands
Myer is Australia’s largest department store and has been synonymous with style and fashion for over 100 years. It has 67 stores in prime retail locations across Australia.
Myer has a range of house brands across homewares, women’s apparel, men’s apparel and children’s apparel. Over time they had become tired, dated and had lost relevance with consumers. As part of the Myer turn-around strategy, Davidson worked closely with Managing Director, Dawn Roberts, to help rationalise and revitalise the entire house brand portfolio.
We developed the positioning and brand name for the homewares house brand, Vue, along with a modern, elegant logo and a visual language. For apparel brands – Basque, Urbane, Soho and Blaq – we developed logos and visual languages to ‘talk’ to niche consumers.
Scope of rollout included brand positioning, identity design, packaging design, point of sale, signage, ticketing and labelling, and brand standards documentation. The homewares brand – Vue – involved design, photography and artwork for over 300 SKUs across 30 product categories, produced in 12 countries.
In an industry known for its transience, the Myer House Brands have proven to be long-lived and successful; with Vue growing to become one of Myer’s largest and most successful brands.