Dear Annabelle

Start-Ups and Small BusinessesBrand StrategyWomen Leaders
Written By Megan Canning

Dear Annabelle is a new luxury stationery and home goods business for paper lovers and those who appreciate beautiful things.

The Dear Annabelle logo, a friendly script font in black on a coral background.

Prior to launching her new company, founder Marcie Pantzer had a beautiful logo design (above), but no accompanying brand strategy or positioning. She engaged our brand strategy services to provide her with the strategic foundation she needed in order to bring the new brand to life.

We conducted background research, including an analysis of her closest competitors, before facilitating a 2.5-hour interactive workshop with her. During this workshop, we took Marcie through a series of fun exercises to focus in on her target customers, her values, and her vision for the company.

Our final deliverable was a brand strategy document that included positioning, brand attributes, voice & tone recommendations.

Oh - and we also named her first ten notecard collections: Classic, Disco, Flourish, Gratitude, Greetings, Je t’aime, Naughty, Sun-kissed, and Wild.

The Dear Annabelle home page, with an image of beautiful stationery and a gold pen next to a fancy cup and saucer with espresso and tea cookies in a flower-shaped bowl. Accented by light pink peonies and a velvet ribbon.
The “Disco” Notecard Set was one of the collections we named for the launch. The bold engraved gold lettering was inspired by the queen of disco, Diana Ross.

The “Disco” Notecard Set was one of the collections we named for the launch. The bold engraved gold lettering was inspired by the queen of disco, Diana Ross.

A slide from our workshop describing potential audiences. This audience was called Lean in Ladies who are corporate career women. Images include Michelle Obama and Amal Clooney, with a group workout class and bold art.
An audience called Philanthropic moms. Their images include Gwyneth Palthrow and Reese Witherspoon, Soulcycle, Tata Harper products, and Yayoi Kusama.
The Dear Annabelle positioning: Dear Annabelle brings the timeless art of engraving into the modern era with luxuriously lively paper goods.
Dear Annabelle’s brand attributes: Timeless, Luxurious, Spirited, and Stylish.

A sampling of pages from our final brand strategy deck.

Services

  • Interactive workshop

  • Brand strategy

  • Positioning

  • Audience definition

  • Voice & tone recommendations

  • Product naming

 
Megan Canning
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