Showpo Rebrand

Brand Strategy

Successful brand reinvention isn’t about a facelift. It’s about uncovering what makes you, you. 
The answer? Showpo’s relatable playfulness and self-assured energy stands out from the e-commerce crowd.

In a fashion market flooded with competitors, there’s no true white space. Instead, brands should identify the space they have the authority to own. At the heart of Showpo’s original 2010s “Show pony” ethos is a stylish shopper with an unapologetic, femme, “all eyes on me” attitude.

Showpo was trying to do it all. By catering to every customer for every occasion, the brand was missing the opportunity to define its point of difference. Our strategy spotted the gap for fashion that can be worn from “day to night to the early hours of the morning”. Showpo is made to be seen.

Voice Identity

Showpo is packed with personality. But it wasn’t coming across in the Tone of Voice. It was time for the Voice Identity to grow up: from girly, playful, 2000s to feminine, playful and self-assured.

We chose the brand personality “all eyes on me”. The girl’s girl who lends you lip gloss in the bathroom. Who goes wherever the night takes her...but has already planned an outfit for the event next month.

We landed on the tagline “Steal the show”. Cameras are flashing. Everyone’s watching. 
Our new tagline invites the customer to bathe in the limelight.

Visual Identity

The logo is the star of the show. Inspired by Roman inscriptions on stone, the wordmark conveys timeless elegance and confident femininity. Its irregular lines, sharp serifs and capital letterforms is a mature evolution of the existing logo.

When customers think Showpo, they think pink. Our challenge was to place guidelines around these existing brand cues. A primary colour palette of Linen, Black and Blush is the grown-up older sister of the original 2010s pink colour palette. It’s complemented by a sales palette and four seasonal palettes, giving Showpo the flexibility to change clothes throughout the year.

Campaign Concept

After evolving and elevating the visual identity, and building a bright new Tone of Voice, it was time to introduce the new Showpo to the world with a bold launch campaign.

The concept? Bringing our tagline—“Steal the Show”—to life.

We’re setting the stage for a new era. The curtains are closing to reveal a new show. Our customers are invited as the VIP guests, and they’ve got a front row seat to the theatre to help us open Showpo’s pink curtains.