Ghurka
Year
2021
Projects
- Brand Refresh
- Website Redesign
- Digital Tactics
- Campaign Creation
Where Will Today Take You?
A fixture in the luxury leather goods market for nearly half a century, Ghurka bags and accessories were a mainstay of the preppy Wall Street crowds of the 80s and 90s. As the brand approached its 50 year anniversary, it was looking to not only boost sales, but also update an image that had become tired, stodgy and lacked overall focus.
Brand Refresh
My partner and I started by drafting a new brand platform that redefined Ghurka’s values, tone of voice and key messages. We then created a refreshed design system and set of brand guidelines that respected Ghurka’s history while incorporating thoughtful modern touches. The result was a brand that was true to its roots, with an eye on the future.
Forest
#1f2d14
Navy
#343f51
Gold
#ffc24f
Gray
#3c3839
Ivory
#f3ead9
Red
#880902
Website, Email & Social
With a strong brand foundation in place, we turned our attention to Ghurka’s online presence, leveraging the freshly created brand guidelines to design a new website and online store. Post-launch, we supported the new site with the addition of new products, as well as multiple homepage updates each month. We also aided Ghurka’s online marketing efforts, drafting an Instagram content calendar, as well as writing Facebook ads and dozens of emails during the brand’s crucial Q4.
Brand Campaign
Ghurka products are their owners’ companions for life—accompanying them on journeys near and far, becoming part of their memories and helping them travel in comfort and style wherever they go. The Ghurka customer is the hero of his or her own story—and their Ghurka is their trusty sidekick.
At the core of the concept is the campaign line, “Where Will Today Take You?” which asks a simple but evocative question—one that invites the audience to imagine how a Ghurka could accompany them on their own adventures.
The Results
With our updated verbiage and visuals coming to life coming to life in a brand new website, Ghurka saw metrics rise across the board.
27
Increased Time on Site
33
Increase in Pages per Visit
21%
Increase in Spend per User