Building a modern retail brand from concept to launch.
Proposition, Brand, Product, Experience
The Local was created to celebrate independent producers and regional craftsmanship through a modern retail experience.
The goal was to build something that felt curated, distinctive and commercially viable.
The problem:
— Independent products often lack strong platforms
— Existing retail experiences feel generic or transactional
— Difficulty balancing brand storytelling with e-commerce performance
We approached this as an experience-led retail product.
The focus was on:
— Creating a strong, differentiated brand
— Designing a seamless digital and physical experience
— Balancing storytelling with conversion and usability
Execution:
— Defined proposition, positioning and brand identity
— Designed and built the e-commerce experience
— Developed product structure and merchandising approach
— Integrated physical retail and digital experience
— Shaped end-to-end customer journey
Outcome:
— Successfully launched a new retail brand
— Created a distinctive, experience-led proposition
— Built a scalable foundation for growth (including subscriptions and seasonal drops)
The opportunity was not just selling products — but creating a platform that elevates the stories behind them.
