URBN came to Fuzzco as they prepared to launch their new clothing rental brand. It came as a surprise to us that over the past few decades they had done all their own brand work in house and this would be their first time working with an outside agency. Fuzzco was tasked with positioning, naming, and developing the visual identity for the new offering, later diving into packaging and website exploration, as well as developing a robust illustration library and how-to video for launch.
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The engagement was kicked off in a two-day workshop in Philly where we led several conversations with the URBN leadership team and various stakeholders to synthesize their research, our collective insights and to tease out initial ideas for the brand strategy and design direction.
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We conducted both competitor and user research to build a strong understanding of their customer's needs and motivations. We saw our customer as someone that wanted the ability to express herself without boundaries. We positioned the brand to celebrate this everyday experimentation and the power of self-expression.
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The name Nuuly alludes to “new” and is a friendly, memorable and invented word that URBN was able to trademark. Reinforcing the product experience, the Nuuly logo references continuous cycles and experimentation.
The themes of continuous cycles and experimentation extend to seasonal typography and a diverse color palette that is both playful and sophisticated. Fabric textures are used loosely evoking free expression.
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Combined, these elements support an exciting evolution of personal style while staying true to one brand—change your clothes.
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A dynamic illustration library was created to bring more life to the brand story and to support the customer's Nuuly experience from beginning to end to beginning to end to beginning...
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Our early exploration through art direction, packaging, digital extensions of the brand was used to guide the Nuuly team through their internal, full execution of the photography, e-commerce and website experience, as well as final packaging.
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"After our first meeting with the Fuzzco team, we knew pretty quickly that we’d be working together. They have a very easy-going, collaborative, creative and inspiring way of approaching projects that was immediately apparent and that I knew would bode well for the ambitious effort we were undertaking. We’ve since found ourselves returning to them often."

- Dave Hayne, President of Nuuly
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We couldn't be more proud of the Nuuly team and honored to have been part of this project. Since launch in July 2019, they have been featured in many publications including Refinery 29, Wall Street Journal, Women's Wear Daily and AdAge.
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See more at nuuly.com.
  • Services:
  • Branding,
  • Identity Design,
  • Illustration,
  • Naming,
  • Packaging,
  • Strategy,
  • Website