Born on the shores of Byron Bay, Daughter Co are an Australian family owned brand that exudes easy femininity with an emphasis on classic, trans-seasonal pieces. Designed and made by hand by their team of artisans in Spain, India and Indonesia, their purpose is to create cherished keepsakes, they are more than items, they are a culmination of care with utmost environmental and ethical practices at hand.
Service
Art Direction, Brand Strategy, Identity Development, Copy Writing, Content Creation, Campaign Development, Digital Design & E-Commerce Web Development
Client
Daughter Co, Byron Bay
Year
2023
Our responsibilities within the re-launch of Daughter Co covered all brand communications, starting with an in-depth strategy workshop that properly aligned the existing values, newfound vision and market positioning for the brand. While retail is a saturated industry, consumers are considerably more conscious of their purchasing power, and with that knowledge, we developed their first campaign from a standpoint of utmost transparency, divulging details on the makers, processes and intent behind each piece.
Defining a Tone of Voice
To accompany the continuation of the Daughter brand, we developed a tone of voice that combines nostalgia with the art of stillness, celebrating all that it is to be a child; imaginative, adventurous and authentically unique. Our brand language was further utilised across the re-launch campaign ‘Forget Me Not’ and within the social strategy for Daughter Co.