From the mind of Hollywood costume designer Christy Cham, CHAM is a fashion brand that allows you to say more with less. Taking inspiration from the effortless chic of 90s supermodels and the adaptability of a capsule wardrobe, these garments were made to make getting dressed simple. Simplicity-first is also a philosophy we rolled out across the brand and online experience. Big imagery, bold colour, cute stickers and playful messaging results in a brand and digital experience that goes together like a tee and jeans.
Tone of voice
CHAM needed a tone that’s relatable, caring, but also has attitude without trying too hard. Just like the brand. We created a tonal scale that allowed the brand to flex from the earnest and open self-care side of getting dressed with a capsule wardrobe, to the cool unapologetic confidence of high fashion.
To support the sense of seamless ease, we created a unique experience on the website product pages, where users can swipe to reveal the same garment in all of the different available colours as they scroll down the page. When users hover over the ‘add to bag’ CTA, the button changes to match the colour they selected.