A DTC brand repositioned from commodity player to premium lifestyle brand, unlocking higher prices and better customers.
Competing on price in commoditized category. Low margins made growth impossible. Brand was forgettable with no differentiation. Customers churned after first purchase.
We believed that by repositioning around lifestyle benefits rather than product features, upgrading visual identity, and targeting more affluent customers, we could command premium prices and attract higher-LTV customers.
Conducted customer research to identify emotional drivers. Developed new brand positioning around lifestyle aspirations. Created premium visual identity with professional photography. Redesigned packaging to feel luxury. Launched brand campaign across paid and owned channels. Increased prices 35%. Partnered with lifestyle influencers. Created content focused on customer success stories.
| Metric | Before | After | Change |
|---|---|---|---|
| Average Order Value | $68 | $108 | +59% |
| Customer LTV | $124 | $273 | +120% |
| Brand Recall (Aided) | 12% | 54% | +350% |
| Repeat Purchase Rate | 18% | 41% | +128% |
Growth trajectory showing +59% improvement in average order value
Duration
8 months
Launch Date
July 2023