Myer House Brands
Myer is Australia’s largest department store group 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 and 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 portfolio of house brands.
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 packaging design, point of sale, signage, ticketing and labeling 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 that is known for its transience, Myer house brands have proved to be long lived and successful, Vue has grown to become one of Myer’s largest and most successful brands.