Sundry & Vane rebrand and first store proposal

The deal

A studio offering one team and one calendar for a new identity and a first store at 41 Ollery Street, read by the founder, the CFO, the head of retail and the head of e-commerce.

What the founder needed to see

That the brand would still be hers after the redesign, and that a shop could pay for itself on numbers her CFO could argue with.

What we built

• A weather vane that turns through three identities and repaints the sign, bag, label, carton and site header
• A floor plan where dragging a fixture moves the sight fan, the stock count and the takeoff
• A scroll through the build that installs the reader’s own layout
• A till receipt with seven lines that each come off

Eleven years of selling a smell through a screen

Oda Field has only ever been a website, so this concept does what a website can’t and makes the reader push a door. The brief then sits in the shop window in the team’s own words. Ines says 14 percent of first scent orders come back. Dara says a customer cost $41 to find in 2023 and costs $68 now, on $38.4M a year sold entirely online. Joss points at a logo drawn for a 200-pixel header that’s about to be eighteen feet wide.

The seller’s name became the control

A weather vane points in directions, so Sundry & Vane’s own mark picks the identity. Turn it between Almanac, Plot and Bathhouse and the whole proposal repaints, including the street. The reader judges each one on the fascia, the hardest place to be right. Plot, the default and the studio’s pick, shows 18 in letters readable from 540 ft, $21,400 to fabricate the sign and $949,200 a year in cartons. The page also says what Plot risks, since plain can read as cheap on a $38 candle.

Joss draws the store

Joss has run floors for fifteen years and would rather move a fixture than read why it’s there. The default layout on the 1,152 sq ft floor shows 88 percent seen from the door, 10,750 units held and no aisle flags, for a build of $802,296 paid to the shopfitter at cost. The build scroll then installs her plan, so a gondola she moved is the gondola that goes in during week 33.

A chapter for each of the others

• Ines slides the bottle from today to the new label and picks which cues stay. The default keeps the number and the cap and drops the tagline.
• Dara reads payback in month 34 at $2,100 a square foot, from $1,309,826 of cash in before the first sale.
• Kei stretches a ring around the shop. The default ring holds 6,336 customers, with $197,900 a year moving from site to shop and $106,300 of new site orders coming back.

Turn the sign around

The till says the studio would keep all seven lines, and if the number has to fall the opening campaign goes first. Signing holds the January 11 start, and the direction left on the vane prints with the acceptance. It can still change before week 12.

The detail that does the work

The sign that goes up in week 36 is whichever direction the reader left on the vane, and the money moves with it.