Colour · Partner Brand · 2024
Editorial colour cosmetics for the after-hours consumer.
Nocturne came to us as a fashion-house colour line searching for a distinct commercial identity. We rebuilt the brand around a single, ownable moment: after dark. Then we redesigned the top-of-funnel to sell that moment.
3.4×Revenue growth
$71New AOV
2×Repeat rate
−28%SKU count
The brief
A colour line with taste, but no throughline.
The house had product, distribution, and beautiful campaigns — but no reason a consumer would return. We audited the assortment, killed the SKUs that diluted the story, and rebuilt around a hero ritual: the after-dark palette.
What we did
Positioning, pack redesign, and a new commerce stack.
The result
Revenue up 3.4x in year one, with a lower SKU count.
We shipped the rebrand in four months. AOV rose from $42 to $71, repeat purchase rate doubled, and Nocturne is now the fastest-moving line in its category at two national retailers.