Perriam

When the world slowed down for lockdown 2020, Christina Perriam – founder of luxury fashion brand PERRIAM – didn’t make sourdough like the rest of us. She knitted, just like her mum did with her growing up on Bendigo Station.

This inspired Christina to rethink her business strategy, refine PERRIAM's positioning to show the value in investing in signature wardrobe pieces, and introduce Knit Kits to reconnect people to crafting.

Working with the dream design team at White Light Studio, I helped PERRIAM refresh their entire brand guidelines around a new core thought (‘Buy once, treasure forever’), re-crafting everything from the brand story and messaging pillars to the values and tone of voice.

Using the refreshed brand messaging, I updated the website before creating copy for the Knit Kits, including the packaging, instruction booklet, wool care guide and press release.

And to enable the PERRIAM team to create future content independently, I compiled a comprehensive bank of copy templates to help them uphold the brand's tone whether they were writing customer emails, updating the website or creating social media campaigns.

Photo credits: Letitia Jane Photography and Christina Perriam