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Nº 09 Fashion Brand 2023

Shaberry

End-to-end launch program for a contemporary fashion label — positioning, e-commerce, photoshoot and a content thread built around buying less but better.

Role

Account Lead, Launch Marketing, E-commerce Strategy

Year

2023

Location

Delhi, IN

Timeline

10 weeks

Shaberry — lookbook moment.
Fashion Brand · Hero Shaberry
§ 01 · Challenge

The brief.

Shaberry was a new fashion brand entering a crowded premium-consumer market in India. The brief was a comprehensive launch — identity, e-commerce, social, photography — built to establish the brand as a credible alternative to both heritage labels and Insta-fast fashion. The differentiator the founder wanted to lead with was sustainability: quality over quantity, fewer pieces, longer wear.

The harder problem was the same as every sustainability-led launch — the word itself had been worn out by every other brand on the feed. We had to make the case without leaning on the term.

Shaberry — two-model lookbook on caramel ground.
Lookbook Shaberry
Shaberry — two-model lookbook on deep red ground.
Lookbook Shaberry
Shaberry — solo model on lavender gradient.
Lookbook Shaberry
Shaberry — beige keyhole top product detail.
Product Shaberry
Shaberry — beige collar top product detail.
Product Shaberry
§ 02 · Approach

The work.

We led with a clear philosophy — "buy less but better" — and built every marketing surface around it. Brand guidelines locked the tone before the first social tile went out. The e-commerce platform was built for browse-time, not transaction speed, so each garment got room to breathe rather than competing with the next ten thumbnails.

We led the launch with a "buy less but better" philosophy and refused to use the word "sustainability" anywhere in customer-facing copy — the word had lost meaning, and the proof had to come from the product, the storefront and the slow-content blog instead. A studio photoshoot tied the campaign together, with the same imagery feeding the social calendar, the catalog and the editorial blog content — that blog ran a slow content thread on the philosophy, doubling as SEO foundation for the new domain. Account work covered shoot direction, calendar planning, content review and the launch program that held the audience and the storefront together.

Shaberry — blue halter top product detail.
Product Shaberry
Shaberry — brand wordmark.
Identity Shaberry
§ 03 · Outcome
“I built the launch around a single proof — "buy less but better" — instead of the sustainability vocabulary every comparable brand was already using, and ran it across identity, e-commerce and a slow-content blog that doubled as SEO foundation for the new domain. The brand launched with one consistent voice across all surfaces, the studio shoot carried the calendar through the first season without a re-shoot, and the editorial blog opened a search foothold in roughly 8–12 weeks the paid feed couldn't have built on its own. ”
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