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Mystic Breeze Wear

Mystic Breeze Wear is a people-first clothing brand that specializes in creating pieces from organic cotton, fine jewelry, and sourcing a variety of goods from independent Indian makers.

Role

The MBW team invited me to conduct some research with their existing customer base, and use that data to rework their branding and create an easy-to-shop e-commerce experience.

Process & Products

User Research
Identity Redesign
Website

Existing brand

Mystic Breeze Wear had a significant client base within the Kundalini yoga community and was popular among yoga enthusiasts for being comfortable, beautiful, ethical, and size-inclusive.
Images from product shoots, social media posts.

Goal

Mystic Breeze Wear was looking to expand its audience beyond the local yoga community and automate its sales process through an e-commerce website.

At this point:
Most of the sales were from fellow yogis who MBW’s owner knew personally.
All of the sales came in through the brand’s Instagram page and were processed manually.

Challenges

1.  The brand was so closely associated with the Kundalini yoga community that the broader consumer market assumed that it “wasn’t made for them.”
2.  MBW’s branding was disjointed and didn’t really communicate its mission, values, or style.
3.  Without a website customers couldn’t see the product information, photos, or availability clearly. Messaging someone to buy something was “way too much of a hassle” and not fast enough.

Solution

We built a unified brand identity that aligns with MBW’s mission but is more welcoming to customers outside of the yoga community.
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We then used this new brand aesthetic to create an engaging, informative, and well-structured e-commerce experience.

What do our customers want?

User research & brand redesign

Mystic Breeze wear had been operating for a few years and had an existing client base. We got to know those customers very well, this data gave us goals and direction for our rebrand and website design.

What defines our client?

What do they like about the brand?

How can we engage them?

Demographics

Gender
Age
Household Income
Geo Distribution
Where do you like to shop?

Customer description

Our customers are mostly women aged 35 to 54, who make from 30k to 200k a year.
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They live in Eastern Europe, North America, and Asia.
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They prefer to shop in-store for most categories of products, including clothing.

Customer persona

Margaret
48
Miami Beach
PR Director
Margaret is accomplished in her career and family life. A few years ago she went on a health/spiritual journey. She started doing yoga (hatha and kundalini) and has fallen in love with it.
Goals
Be part of a like-minded community
Look and feel good when doing yoga
Express love of yoga and Indian culture in a way that isn’t appropriative
Favorite Brands

Brand associations

fresh
ethical
organic
inclusive
natural
relaxing

New Brand Aesthetic

MBW Identity
Natural Textures
Playful Graphics

Mission Statement

Make few things
and make them well.

How do customers buy products?

Customer experience & web design

Most of our clients are not necessarily e-commerce power-users, so our website needs to be laid out clearly and behave how they expect it to.

How do we delight the buyer?

How do we make purchasing simple?

Key Drivers

What are our customers looking for?
Unique clothes
Comfortable fabrics
Ethical production
Easy checkout
Familiar website structure

User Journey

High-level goal

We need to create a basic e-commerce website that is easy to use and familiar.
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The website needs to be fun, accessible, and communicate our values.
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Searching for, purchasing, and returning items should be simple to do.

Main Structure (Purchasing Flow)

Add to cart

Responsive User Interface

Results

Mystic Breeze Wear’s new branding was well received by the existing customer base. The updated marketing and social posts (created using the new brand guidelines) attracted more followers to the brand’s Instagram and Facebook accounts.
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More importantly, this increase in engagement increased sales, which nearly doubled in the first three months post release.
Asset credit: MBW Instagram, Edward Cisneros, starwin, Lucija Ros, Peter Fowler, vickholius nugroho, Andrejs Kirma LV, Alfa Design, Landan Lloyd, Dhl Motorsports, PNG Guru, Kirsi Färm, Wallpaper Flare, Jessica F

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