Shaping a soul.

Brand positioning / Design strategy

Sheego was created ten years ago in Germany as a specialist online brand for ‘plus size’ women. Larger online fashion brands had plus sizes as part of their overall (volume driven) offerings. To set Sheego apart, it needed stronger brand value as the one and only ‘fair priced’ specialist. The brand that really cares for women’s needs. Simply put, Sheego needed a soul.

Our research suggested that plus size women who were satisfied with the quality of products would be prepared to step away from discount offers and pay more. They would also be more likely to be loyal to the brand. We developed a new warmer, distinctive brand platform with an appealing key mentality: ‘No Body is the Same’. We then fully redesigned the brand in terms of logo, visual identity, tone of voice and communications style.

Case study overview
Shaping a soul.
Shaping a soul.