VRG GRL's brand refresh | Willow & Blake

VRG GRL has a loyal following and offers original clothing, but many people still hold fast-fashion associations of years gone by. Behind the scenes, the brand has evolved: designing every print, pattern and piece in-house in Australia, prioritising quality and responsibility over quick trends. The problem? People don’t know it yet.

We helped VRG GRL redefine their brand strategy and sharpen their voice for the next era. In fashion, sameness is the default. VRG GRL refuses that.

Through a brand voice playbook and onboarding session with the full team, we gave them the language and tools to make their voice as distinct as their style—setting them up for cohesive, creative output across every touchpoint.

We landed on the new tagline: It’s better on the edge. A statement that captures VRG GRL’s philosophy: it’s not about conforming, it’s about exploring the margins to find your own style.

VRG GRL is a brand that’s original, cool, intentional, wry and authentic. And now it has a voice to match.