Case Study


Cecil Case Header

Retail Branding For The Future

Brand Development
6 months
4 people

In 2016 we met Cecil. The womenswear brand, founded in 1989, has one of the most loyal customer bases we’ve ever seen, but was facing challenges as a result of the retail industry’s increasing digital transformation.

The brand needed a reboot to put themselves at the forefront of the changing retail game, and ensure the best possible experience for their loyal customers across all channels. The Cecil customer is at the center of everything the brand does, so we made their lives and stories a part of the brand experience—making their story the Cecil story.

Cecil GIF test
Cecil Stationery

We established a communication strategy, tone of voice, and visual identity to express and reflect Cecil’s brand values across all communication channels. This also includes an improved in-store experience, the result of a personalized wayfinding system and interactive touchscreens to help customers find exactly what they’re looking for.

Working with Edenspiekermann was a true partnership.Corinna Umbach, Director of Brand Marketing, CECIL
Cecil Hang Tag On Jeans
Cecil Woven Label
Cecil Bags 1
Cecil In Store Layout
Story concept and design by, Architektur-Studio Joanna Laajisto