VRG GRL is a fashion label designed in Australia and launched in 2007. While the label has found a strong following through the years, it struggled with ‘fast fashion’ perceptions. Creative branding agency Willow & Blake was tasked with repositioning the brand lead with a new tagline, ‘It’s better on the edge’.
Willow & Blake focused on repositioning the brand’s approach to words, giving it a refreshed voice to suit its style.
“VRG GRL has always added something original. Whether it’s to their product, styling and creative approach. And Natalia and Daniella had a clear view that the brand’s voice needed that extra spark. Creative without being kitsch,” Bri Nixon, creative director at Willow & Blake said.
“We used idioms and other secret language tools to give the team a voice that’s compelling, distinctive and pairs seamlessly with their already strong visuals. With messages like ‘Looks you won’t see on every second person… because you aren’t every second person’ and ‘Outfits for every iteration’. After the onboarding, you can already see the new voice shining through their channels. Props to the VRG GRL team,” Nixon added.
“The new brand tagline for VRG GRL aligns strongly to the brand’s philosophy. This isn’t a brand about blending in, chasing trends, or playing it safe. It’s about finding your own style in the margins, where things get interesting,” co-founder and CEO Daniella Dionyssiou added.
“We’ve always taken a creative approach, but putting that into words really unifies and solidifies the direction we are heading in for the brand,” Dionyssiou added.
