market research | positioning | naming | messaging | content
What They Needed
The client brief was essentially a blank slate: create a brand, from scratch, in the hyper-competitive market of cell phone accessories. The only parameters were to focus on women, sell primarily online, and set a reasonable price point. The multi-disciplinary project team included the client with extensive background in tech accessories and e-commerce sales, creative industrial design studio Dash Dot, and the Noise 13 team of designers, strategists, and researchers.
What We Did
To successfully enter the $81.5 billion global tech accessories market, in which protective cases were the top growing category, we knew we would need to find a specific and unfulfilled niche. We conducted extensive qual and quant research, including a nationally-representative study, which led us to two key insights:
With the combination of these two insights, the core idea for the brand was born. Targeting an audience of women who appreciate style and design, we decided to offer a well-curated selection of beautifully-designed, protective tech accessories that showcase seasonal colors inspired by the runway.
The Amber & Ash name comes from two classic colors and materials: amber, a mesmerizing stone and one of the world’s original accessories, and ash, a tree revered in some cultures for its powers of protection. Together, amber and ash represent a perfect balance of the feminine and masculine; they can each be astoundingly beautiful, but are also both solid and strong in their own rights.
With the brand platform and name in place, the team moved onto all other aspects needed to bring the brand to life: product and packaging design, color selection, pricing and marketing strategy, website and brand asset development, PR, and launch execution.
What Happened Next
Amber & Ash launched in the fall of 2016. Every item the brand brings to market is constructed to protect and last while beautifully complementing customers’ wardrobes with a highly-curated, rotating collection of seasonal and classic colors. Going forward, Amber & Ash has plans to expand beyond cell phone cases into a broader range of tech accessories, such as headphones, chargers, laptop cases and more.
This project was a collaboration with Noise 13.
The client brief was essentially a blank slate: create a brand, from scratch, in the hyper-competitive market of cell phone accessories. The only parameters were to focus on women, sell primarily online, and set a reasonable price point. The multi-disciplinary project team included the client with extensive background in tech accessories and e-commerce sales, creative industrial design studio Dash Dot, and the Noise 13 team of designers, strategists, and researchers.
What We Did
To successfully enter the $81.5 billion global tech accessories market, in which protective cases were the top growing category, we knew we would need to find a specific and unfulfilled niche. We conducted extensive qual and quant research, including a nationally-representative study, which led us to two key insights:
- Color is the most important factor for consumers when it comes to the design/aesthetics of cell phone cases.
- The ideal number of choices for consumers to not feel overwhelmed is between six and ten.
With the combination of these two insights, the core idea for the brand was born. Targeting an audience of women who appreciate style and design, we decided to offer a well-curated selection of beautifully-designed, protective tech accessories that showcase seasonal colors inspired by the runway.
The Amber & Ash name comes from two classic colors and materials: amber, a mesmerizing stone and one of the world’s original accessories, and ash, a tree revered in some cultures for its powers of protection. Together, amber and ash represent a perfect balance of the feminine and masculine; they can each be astoundingly beautiful, but are also both solid and strong in their own rights.
With the brand platform and name in place, the team moved onto all other aspects needed to bring the brand to life: product and packaging design, color selection, pricing and marketing strategy, website and brand asset development, PR, and launch execution.
What Happened Next
Amber & Ash launched in the fall of 2016. Every item the brand brings to market is constructed to protect and last while beautifully complementing customers’ wardrobes with a highly-curated, rotating collection of seasonal and classic colors. Going forward, Amber & Ash has plans to expand beyond cell phone cases into a broader range of tech accessories, such as headphones, chargers, laptop cases and more.
This project was a collaboration with Noise 13.