A Size-Inclusive Rebrand Story: Buzzoms

The market now is embracing size-inclusive fashion. Buzzoms has an opportunity to bring comfortable, stylish and supportive clothing that celebrates the true female form. Currently, no brands create clothing for full-breasted women who are not just the plus size. Buzzoms jumps in with a revolutionary new sizing & braless functionality that enables women to feel confident with flattering clothes that fit.

With the competitors research in mind, we pitched the ideas to Marshay, then co-created the following strategy statement as a team to highlight the two unique advantages of Buzzoms:

We decided to break into sub teams. Diana and I focused on the website redesign and the implementation of the Buzzom's sizing system. Melanie worked on the style guide to be used for the website and social media. Yana focused on the copywriting and creating a brand voice that suits the authentic, empowering and genuine personality that Buzzoms embodies.

From the 300+ survey responses, 60% of Buzzoms' customers are excited about being "braless" and 30% wanted flattering clothes that finally fit.

Our team generated a list of words that our customers associate with Buzzoms. From there, we chose the six to focus on for the copywriting:

After interviewing Marshay, we realized that Buzzoms' ideal target customers are both young working female who are just starting out and those who've been working for a while. We decided to choose both playful & elegant colours:

We chose a typography that is simple, conversational and comfortable to the eyes. We want Buzzoms story to speak through the visuals and bring attention to the website interaction.

After researching about our competitors, we found that most large-chested women face a common struggle that hasn't been solved: finding the right apparel size that fits both the boobs and the waist. Here are two customer testimonials:

A customer's concern indicated to us that the sizing chart could provide better guidance. To tailor the fit for each customer, we considered various questions shown in the wireframe.

Quiz-takers have the option to to send their results to email or invite their friends to the quiz - which enables potential customers to opt in email communication with Buzzoms.

We first plan to condense contents on the website to simplify the shopping experience. When the users first arrive on the landing page, the quiz will appear as a pop up as a playful first impression. This quiz is available again when the customer chooses their size at the items page.

On the original home page, both of the "learn more" buttons led to the product page, which is redundant and confusing to customers. Our goal is to:

The original home page cluttered with information. We aim to simplify the home page and focus on the shopping experience.
‍We considered two types of site visitors:

We wanted the home page to be conversational, visual-focused, and straight-forward. Through crazy-8 brainstorming sessions with the team, these three designs stood out:‍

The caption "Don't curb your curves" is a playful way to start the conversation with new customers — Buzzoms is the older "sister friend" who empowers every women to be proud of their body.

The about page aim to showcase Buzzoms' clothing by outlining their unique features. Since this is the more informative page of the website, we played with the layout to find one that's both easy to scan and visually-appealing. Here are some of the ideas:

In Version 1, the irregular shapes risked framing the images awkwardly; Version 2 risked having text-visual overlap and might not be great for accessibility. Thus we decided to go with Version 3 as any images can be easily adaptive to rectangular frames, it's also easier to associate text with each image.

Finally, we needed to find a way to drive people to the website. To engage new customers, we decided to use QR codes in public spaces to generate traffic to Buzzoms' website. What's more fun than interacting with an ad while waiting for the subway to arrive!

At the Brandathon demo, our team presented to 3 judges, James Tung, Mollie Ableman, Caitlin Harris, founder of Buzzoms Marshay Clarke and 30+ audiences.

Given an extra week, our team would refine the brand voice by adding personality to the copywriting on our website. We would also make sure the same witty yet authentic tone is shown through the typography both on the website and in social media posts.

In addition, most customers now shop via mobile apps. A responsive mobile platform can make the shopping experience more accessible and help Buzzoms increase its user base.