Verdant Apparel · 2024
A sustainable fashion rebrand that stopped hedging
A comprehensive rebrand and go-to-market strategy for a sustainable fashion startup, built on transparency and premium quality.
- Non-branded organic sessions
- +82%
- Average order value
- +34%
- Email capture rate
- 2.4x
Where it started
Verdant's sustainability claims were genuine and completely illegible. The brand hedged everything, with muted greens, soft language and no numbers, so it read as another company saying what everyone else was saying.
What we did about it
- 1
Lead with the receipts
We moved the supply chain data from a buried footer page to the centre of the brand. Every garment page now carries factory, material provenance and water cost, presented as a designed artefact rather than a compliance table.
- 2
Drop the eco-visual clichés
No leaves, no kraft paper, no sage green. The identity took a confident editorial position: high-contrast typography, bold colour, and product photography treated like fashion rather than like evidence.
- 3
Own the informational queries
A topic cluster built around material and care questions captured the audience mid-consideration, and now drives the largest share of non-branded organic entry.
What changed
Verdant moved from competing on price against fast fashion to competing on evidence, and the repositioning carried a 34% increase in average order value with it.
- Non-branded organic sessions
- +82%
- Average order value
- +34%
- Email capture rate
- 2.4x
“They refused to let us hide behind soft language. The result is a brand that says something specific, and finally sells at the price our supply chain actually requires.”
Claire WhitfieldVP Marketing, Verdant Apparel
