The Nest has revamped the corporate identity for shoe brand Carvela, as parent company Kurt Geiger moves to deliver a more ‘vibrant and feminine’ image for its entry level product.
The new look, which launches in October, will be applied across packaging and on shoes and bags.
According to Kurt Geiger head of marketing Claire Talbot, The Nest was briefed to ‘challenge [the public’s] perceptions of the brand, which were out of date with the reality of the product’.
‘The product had evolved and we wanted the identity to reflect the collection and make the brand more aspirational,’ she says.
The Nest strategy and communications director Freddie Baveystock says that the work is a radical departure for the brand.
‘The brand was quite unfeminine. This is a real reinvention. It’s all about being girly, having fun and [reflecting that] with a feminine identity.’
The group was appointed in February, following a two-way, unpaid creative pitch. The Nest art director Katja Thielen was creative lead on the project.
The Carvela brand refresh follows the Winkreative update of the Kurt Geiger parent brand in 2001.