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Company Inhabt
Principal Shannon Kelly
Location Vancouver, Canada
Category Arts & Culture
(overview)
Since the WHO declared COVID-19 a pandemic, industries worldwide have faced disruptions. In these challenging times, some have rediscovered old hobbies, finding solace and profit. Meanwhile, our team in Milngavie embraced this period for deep reflection and creative ideation.
Shannon Kelly, a Vancouver-based ceramist and concrete artist, started her business amidst lockdown. Her venture improved her well-being and secured several B2B partnerships, but she feared her personal touch was fading as B2C sales declined.
Traditional business models are becoming less appealing to young entrepreneurs. Our collaboration with the kind and welcoming artist aimed to revitalise her consumer interactions and strengthen Inhabt's brand, thereby enhancing her B2B standing.
(1.1.4 business positioning)
Inspired by Pine and Gilmore's book, The Experience Economy, we transformed Shannon's offerings into engaging experiences. Knowing the interests of consumers who value artisanal, ethical, and female-led initiatives shaped our effective brand strategy.
Sustainability has become a consumer priority. In 2021, American women were Inhabt’s main customers, with Canadians also significant. Our strategy aimed to expand this audience, making the products accessible globally through adjusted pricing.
We shifted focus towards an independent, mature audience that values arts and environmental awareness. By empowering Shannon to embrace her cultural artisan role, we helped pivot her business narrative from a local operation to a global craftsman’s studio.
(2.1.4 visual identity)
Inhabt’s identity, inspired by modernism yet refreshed for today's era, needed to balance B2B and B2C appeal. The design is clean yet artistic, and contemporary, reflecting a lively simplicity that aligns with Shannon's vision.
Merging contemporary style with traditional craftsmanship, the brand features natural, fluid shapes that complement its geometric layout. This minimalist approach highlights Shannon’s artistic flair against a pale backdrop.
The visual identity, designed to initiate conversations and invite interpretation, includes handwritten logotype with noise reminiscent of charcoal, paired with a youthful influence. This blend captures our quest for timelessness.
(2.3.4 brand guidelines)
Avoiding a diluted brand identity, we focused on cultivating partnerships with those who cherish product uniqueness. Art transcends mere commodity, becoming part of history—this philosophy guided our rebranding.
Ensuring the brand’s refined and vivid essence translated well online was challenging. We conducted thorough testing to maintain and enhance the integrity of Inhabt’s offline allure in the digital space.
Inhabt's packaging features a hand-drawn shape with soft chalk pastel on the sides. This intentional imperfection symbolises a blend of human touch and natural elegance, aligning seamlessly with the brand’s ethos.
(testimonial) "The process was extremely helpful and gave me a clear understanding of how you translated our conversations into the design. It's the first time I have been part of a process like this and I fully trust you in the direction presented."
— Shannon Kelly, Founder
(complementary reading) ¹ Business formation statistics (2019).United States Census Bureau
² Government of Canada, Statistics Canada (2022) Trends in manufacturing resulting from the COVID-19 pandemic and supply chain disruptions.
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