Luxury Everyday

DLUX, an elegant fashion/textile brand is defined by the simple words ‘Luxury Everyday’. DLUX is sold in Australia through David Jones and other major retailers, and also in New Zealand.

GRIT recently developed a new brand and creative positioning for DLUX. The main drivers for the new brand were the expansion of the DLUX product range and the rise and rise of the digital landscape and opportunities for DLUX to move into these new digital horizons.

The new brand was developed through a strategic review process that included research with various stakeholders, along with working closely with DLUX Directors, and of course, building on the knowledge and insight we imbue at GRIT.

We designed an elegant and beautiful brand that reflects the high quality textiles and reinforces the philosophy of handcrafting. The highly visual and inviting brand website and online store, along with the digital marketing and the high quality packaging, labelling and swing tags, are all testimony to the GRIT approach of effective, pure creative.

At the point of purchase, the use of unique paper stocks, interesting embellishments and varnishes create memorable moments that last long after the customer has taken the products home.

The Historical Connection.

In developing the new brand we needed to defer to the highly successful original brand, so evolve the brand and core elements, rather than revolve. So we pay homage to where the brand has been.

Brand Strategy, Design, Digital, Packaging, Print, SME