The WE Store, located within the Eaton Centre, is a destination to shop ME to WE products, learn about the WE Movement through interactive experiences such as learning how to bead with a Maasai artisan or virtual reality goggles to see impacts in action overseas. Meant as more than a retail store, but as an incubation space for shoppers to learn about social enterprises and how everyday consumer choices have an effect on the world.
In the summer of 2016, the WE Store launched with a mission to increase brand awareness and develop an additional source of revenue. Leading the design of digital collateral and print signage the focus was to synthesise many mandates and messaging goals into something easily digestible for an audience that is unfamiliar with the brand. Handmade fonts and textures, large images, and easy to read copy were employed to create signage and information that elevated the brand storytelling without competing with the products available.
Small table top and wall signs were designed to quickly grab the attention of passers-by with information on WE's differentiator.
With the differentiator — products that give back — at the forefront of design and messaging conventional fashion images can delude the message. Choosing to show instead pictures of the products and how to wear them within a digital lookbook to inspire consumers and allow for a sense of discovery and interaction within the store.