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Since its inception in 2014, SAPPHIRE has established a name for offering affordable trend-inspired collections. Over the years, SAPPHIRE has expanded its collections to include menswear, kidswear, westernwear and non-apparel lines such as home and beauty. Fast forward to 2023 and SAPPHIRE begins a new chapter of its ever-evolving history that begins with a rebranding. The brand has decided to adopt a modern yet timeless look for its new brand that modernizes its perspective by offering a complete lifestyle to its customers and focuses on the ideals of modernism, quality and sustainability.
A vision for change
Fashion is such a dynamic market where new trends and customer shopping habits are constantly changing and new brands are emerging, it is important for existing brands to continue to evolve to remain relevant. SAPPHIRE’s rebranding not only keeps it relevant in this ever-changing industry, it also reflects the brand’s adaptive nature that allows it to be creative, progressive and conscious.
The creation of a new identity
While SAPPHIRE’s visual identity hasn’t experienced any drastic changes over the years, the brand has gradually updated its look to a cleaner, letter-based logo before moving on to this bolder rebranding. Once known for its easily recognizable avian identity, which also translated into its animal print designs, SAPPHIRE has now transformed its identity into a minimalist bold typeface that has been designed to work with both feminine and masculine products.
The minimal and modern typeface was strategically chosen to ensure the brand remains relevant to current trends, an attribute that is imperative for any cutting-edge fashion brand, but also something that will have longevity. As the first part of its ever-evolving chapter, SAPPHIRE has introduced the next generation of its carrier bags made from 100% recycled and recyclable paper. Decorated with blooming flowers and blue summer skies, these new bags symbolize the next step in SAPPHIRE’s commitment to reducing waste as they can be purchased for a nominal fee, the proceeds of which will contribute to SAPPHIRE’s ongoing sustainability program, where SAPPHIRE has already made huge strides, which to reuse fabric, invest in solar panels in stores and reduce plastic use.
Looking into the future
In an age where “less is more” and “minimalism is the name of the game”, the decision to adopt a more modern look is fully in line with the expectations of the modern customer, and it’s about time that brands recognize the need to change their approach to customer demands , regardless of the industry they belong to. SAPPHIRE’s new look, which it plans to reinforce throughout the year, comes as a refreshing start to the new year, a year we expect many brands to follow.