How do you leverage brand heritage to resonate with a new generation?

Once a cult favorite, Vera Bradley was at a critical juncture: reconnect with its core audience or fade into irrelevance. They faced the challenge of bridging the gap between fast fashion and premium while reclaiming their unique voice in a sea of imitators. Their casual, lushly patterned bags were perceived as juvenile and unsuitable for discerning women aged 35-55 who once drove the brand's success. Data showed a 10% decline in brand awareness, with growth mostly confined to women over 65. Under new leadership, Vera Bradley approached Ziba with a challenge and an opportunity: to rediscover the underlying character that earned them cult status with their core customers and elevate the brand identity to reclaim their market position and drive growth.

Ziba's team embarked on a comprehensive brand transformation for Vera Bradley, focusing on authenticity, quality, and meaning, to reconnect with their core audience of women aged 35-55. The strategy, known as “Project Restoration,” involved several key initiatives, including a new brand platform, technically innovative new product designs, and a shift from product-focused messaging to emotional storytelling. A new brand character, the “Joy Catalyst,” was introduced to embody the new brand vision and guide design and communication efforts. New positioning slogans like “Your muse is you” emphasize self-expression and individuality. Seasonal resets and collaborations with emerging female artists ensure the brand remains modern and relevant. Zoey Deschanel becomes the new brand ambassador, creating a fresh, energized tone that’s both inclusive and edgy.

Vera Bradley's transformation is evident across all touchpoints. The updated product line features more versatile and contemporary designs, appealing to modern women while maintaining the brand's signature uplifting artistry. An updated logo with a flourish in the 'e'—inspired by its signature paisley print—signifies this new era. Marketing campaigns feature emotional storytelling and real-life narratives, deepening consumer connections. All of this has driven improved brand perception and intent to purchase, according to early sentiment surveys. This strategic overhaul has revitalized Vera Bradley, aligning it with the needs and aspirations of its core audience, and reclaiming its market position.