Xandres

Xandres started in 1927 under the name 'Andries & Co'. Since then, its expertise has been passed on by word of mouth. The story grew over many years and is linked to a few key individuals. The challenge was to make sure the essence and character of the brand are conveyed correctly, everywhere and by everyone. The brand also needed a more future-proof and distinctive position compared to its competitors. You never feel good in a garment that doesn't sit right, and a tone of voice works the same way. Making the story stand out from the competition as clearly and uniquely as possible was no picnic.

We took the time to work out the strategic side of the tone of voice. In recent years, Isabelle Santens guided the brand's guidelines, so it was natural to talk to her and the team involved. Our interviews and workshops took us deep into the Xandres pattern. Four values define the visual and written character: inspiring, ambitious, creative and passionate. In the voice, we advised a playful wink and a prominent focus on their exceptional service. We also identified two types of women who each represent an important target group. During the partnership, we saw which brand elements needed a small update. So we deviated from the original request and added another layer of brand elements.

We wrote the brand's DNA down in a brand book and guidelines. The new voice proclaims Xandres' understated class and rich history as never before. Beyond the original request, we created a tagline and a visual update. We also took a strategic and creative look at the size-inclusive approach. We designed all of it with the different target audiences in mind, because connection is key. Like the buttons on a blouse, our designs and communication are meant to tighten the bond with the public. For what Xandres does, 'craftsmanship' did not fit a women's fashion brand. We created a more empowering word: craftswomanship.