Dragstar
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Dragstar, an Australian fashion boutique label has grown organically since it’s early beginnings at Glebe Markets in 1992 where it started out making inexpensive popular fashion garments. Over the 21 years, Dragstar had grown to produce tailored quality made garments with a striking range of original prints with vintage-inspired timelessness. Dragstar had evolved and our aim was to align Dragstar’s vision today with customers through all touchpoints.

Our findings revealed that
• Dragstar had had a long history which distinguished it from many competitor land-fill copy-cat brands
• The designer behind the brand Celia Morris’ had a unique signature style inspired by retro fashion that customers loved, though no-one knew who was behind the brand
• Dragstar is a boutique brand and people love it for it’s uniqueness.

We positioned Dragstar as an boutique fashion brand with establishment, introducing a new logo lockup to include an ‘established ‘92’ symbol to convey Dragstar’s history along with an option to include the designer’s name. We told the story of the designer and journey from the very beginnings with an emphasis on ‘locally made’ supporting a local supply chain. We built upon the logo tri-lines to create a language that when looked at up close looked like the fine weave of fabric reflecting the fine eye to detail. We developed a fully responsive SEO optimised site. Client: Dragstar