How Art Direction & Styling Tripled Conversion for a Private Label Brand
When it comes to private label brands, many retailers focus on price and margin—but often forget the importance of brand identity, storytelling, and visual experience. Without these elements, even the best-made product can fail to connect with the customer.
That was the case with Lenu, a private label brand housed within a well-established lifestyle retailer. Despite quality products and strategic placement, the Lenu line was seeing very low conversion and minimal engagement across digital channels.
After taking a closer look, it became clear:
There was no story.
No visual identity.
And no styling that made the product feel aspirational or even shoppable.
The Problem: A Brand Without a Story
White-label and private-label brands are often created behind the scenes—with no marketing investment, no distinct look or feel, and no clear understanding of who they’re serving. This was Lenu’s challenge. The product line lacked soul. It existed in the shop, but not in the customer’s mind.
The Approach: Treat It Like a Real Brand
To address this, I partnered with the team to give Lenu the same attention a full-scale brand would receive:
We started by defining who this brand was really for. Who is the Lenu customer? What are they drawn to visually, and how do they shop? These insights helped us craft messaging and aesthetics that would resonate on an emotional level.
Next, we created a story for the brand. Something that wasn’t just a tagline, but a point of view. A sense of mood, lifestyle, and intention behind the products.
We reimagined how the product was presented, moving away from flat or sterile product shots to stylized in-studio photography that told a story and evoked feeling. From wardrobe styling to set design, each image was created to reflect the new Lenu identity.
The updated visuals were introduced through a featured email campaign and rolled out across product pages and digital channels. Everything aligned to reinforce the brand’s new look and tone.
The Results: 3X Sell-Through in Two Weeks
The impact was immediate. Within two weeks of launching the new styling and email creative, Lenu’s sell-through rate tripled. What had once been a stagnant private label suddenly became a top performer.
The Takeaway
A product without a story is just inventory.
Private label brands don’t need to feel generic. With thoughtful art direction, clear positioning, and strategic styling, they can create emotional connection—and drive real results.
If you’re building a private label or white-label product line, don’t skip the branding phase. Treat it with the same care you’d give to any direct-to-consumer brand. Because customers don’t just buy products—they buy stories, style, and feeling.
Interested in art direction or branding for your own retail or product line?
Let’s chat—this is the work I love most.
