overview

The Re.Store began as a question: could a yoga wear brand be built entirely around the values its customer already held (sustainability, UK made, built to last) and taken from idea to shelf without compromising on any of them?

As founder and yoga teacher, I was responsible for every dimension of the brand: product design and production, brand identity, positioning, marketing and retail partnerships.

This is the project that most completely reflects what I now offer clients; the ability to take a brand concept and build a coherent world around it, from the physical product in someone’s hands to the story that made them want it.

The CHALLENGE

The sustainable activewear market in 2019 was growing fast but increasingly crowded. Standing out required more than an eco-credential, it required a genuine aesthetic point of view and a product that could hold its own against established brands on quality and design alone.

The customer wasn’t just buying yoga wear. She was buying into a set of values, a visual world, and a story she wanted to be part of. The brand had to earn that.

The Thinking

Before a single product was designed, I built the brand foundations from the ground up:

• Deep customer profiling to understand not just who she was, but how she wanted to feel
• Market positioning and SWOT analysis to identify where a genuine gap existed
• Tone of voice development: warm, considered, never preachy about sustainability
• A visual identity rooted in vintage-inspired print and a palette that felt timeless rather than trend-led

The positioning: clothing made to be cherished, not replaced. That single idea informed every decision that followed: product, packaging, photography, pricing.

The execution

Product design & production:

Designed seasonal collections using recycled eco fabrics, sourced UK-based production partners, and managed the full development process from sketch to finished garment. Every range was built around the vintage-inspired print direction established in the brand identity.

Brand identity:

Logo, visual marks, colour palette, typography, packaging and point-of-sale. All developed with a consistent visual language that worked across digital and physical touch points.

Art direction:

Directed all seasonal photoshoots (casting, location, styling and creative direction) to create imagery that felt editorial and brand-coherent rather than generic product photography.

Website & e-commerce:

Designed the full website from wireframe to live build in WordPress/WooCommerce, including UX, product page design and ongoing content.

Marketing:

Designed and executed social media campaigns, email marketing and an onsite editorial blog, all written and art-directed to reinforce the brand world rather than simply promote products.

The Outcome

The Re.Store was stocked on Wolf & Badger and at John Lewis, Exeter, within its first two years. Two retailers with notably high brand standards that don’t stock on product alone. The brand had to have a coherent identity, a clear market position and strong visual presentation to earn those partnerships.

The brand ran for three and a half years before I made the deliberate decision to move into consultancy, bringing everything I’d learned building it to other brands.

What this demonstrates for clients

The Re.Store is proof of what’s possible when brand strategy, product design and creative direction are held by one person who understands how all three connect.

For wellness, lifestyle and hospitality brands considering their own product extension, whether that’s a branded collection, a collaboratively designed range, or a seasonal limited edition, this is the kind of thinking and execution I bring.

“I didn’t just design the brand. I built the world around it, and then I sold it.”

If you’re thinking about what your brand could extend into, let’s start a conversation.

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