Buzzoms: A Size-Inclusive Rebrand Story

48 hours, 4 designers, and a company to completely rebrand

Buzzoms, a female-led, black-owned clothing brand specializing in custom, braless, supportive wear for women with large breasts, approached our team during a 48-hour brandathon.

Marshay Clarke, founder of Buzzoms, asked us to reimagine Buzzoms' website, copywriting, brand strategy, and social media marketing as the company prepared for fundraising.

Mission

To create comfortable, stylish, and supportive clothing celebrating the true female form, addressing the gap in the market for full-breasted women who aren't necessarily plus-size.

Outcome

By the end of 48 hours, my team created a new brand voice, redesigned the home, product, e-commerce and about page, and co-created a social media & marketing strategy for Buzzoms. Marshay, the founder of Buzzoms gave a nod to the Buzzoms sizing quiz that our team successfully delivered, which will be implemented on Buzzoms' website.

Introducing Buzzoms: The brand that speaks the language of women.

Previously known as... Buzzoms: We love our boobs. We want clothes that fit them.

Defining Our Problem

"There's more to size than just being 'curvy'"

Marshay, the founder of Buzzoms.

Tailoring Towards the Ideal Customers

The market now is embracing size-inclusive fashion. Buzzoms has an opportunity to bring comfortable, stylish and supportive clothing that celebrates the true female form. Currently, no brands create clothing for full-breasted women who are not just the plus size. Buzzoms jumps in with a revolutionary new sizing & braless functionality that enables women to feel confident with flattering clothes that fit.

Competitors Research

With the competitors research in mind, we pitched the ideas to Marshay, then co-created the following strategy statement as a team to highlight the two unique advantages of Buzzoms:

"Through a revolutionary sizing system, we create apparel for full-chested women that fits and makes them feel confident both with or without a bra."

Racing Against Time: How We Divided and Conquered

Within 48 hours and with much to accomplish, we needed a plan.

We decided to break into sub teams. Diana and I focused on the website redesign and the implementation of the Buzzoms' sizing system. Melanie worked on the style guide to be used for the website and social media. Yana focused on the copywriting and creating a brand voice that suits the authentic, empowering and genuine personality that Buzzoms embodies.

UI Discovery

Mood Board

Focused on model/body diversity, curve-shape aesthetics, varying camera angles, and confident models.

Brand Voice

From the 300+ survey responses, 60% of Buzzoms' customers are excited about being "braless" and 30% wanted flattering clothes that finally fit.

Our team generated a list of words that our customers associate with Buzzoms. From there, we chose the six to focus on for the copywriting:

Colors

After interviewing Marshay, we realized that Buzzoms' ideal target customers are both young working female who are just starting out and those who've been working for a while. We decided to choose both playful & elegant colors:

Typeface

We chose a typography that is simple, conversational and comfortable to the eyes. We want Buzzoms story to speak through the visuals and bring attention to the website interaction.

The "AHA!" Moment: The Unique B-Size

After researching about our competitors, we found that most large-chested women face a common struggle that hasn't been solved: finding the right apparel size that fits both the boobs and the waist. Here are two customer testimonials:

We wanted to amplify this unique advantage of Buzzoms by:

1. Educating the public about the size mismatch
2. Let more women know of the B-size's existence

Brief Outline of the Strategy

Designing the Sizing Quiz

"If my cup size is a B-medium but my other measurements are B-small, which size am I?"

A Buzzoms customer

A customer's concern indicated to us that the sizing chart could provide better guidance. To tailor the fit for each customer, we considered various questions shown in the wireframe.

Strategy

Quiz-takers have the option to to send their results to email or invite their friends to the quiz - which enables potential customers to opt in email communication with Buzzoms.

Wireframes of Buzzoms interactive sizing quiz in Figma. At the end of the quiz, we provide B-size recommendations tailored to the customer's measurements.

The User Flow: Integrating the Quiz

We first condensed the content on the website to simplify the shopping experience. When the users first arrive on the landing page, the quiz will appear as a pop up as a playful first impression. This quiz is available again when the customer chooses their size at the items page.

See blue for quiz touch points. We want this quiz to be conveniently available at points in the customer journey when the customer needs assistance in selecting their size.

Redesigning the Website

Goal: Reorganize information hierarchy, add an "About" page, and simplify the shopping experience, catering to both new and returning customers.

Home Page

The original home page cluttered with information. We aim to simplify the home page and focus on the shopping experience. We considered two types of visitors:

For new customers, the website needs to grab their attention. It must be easy to navigate for quick information access.

For returning customers, we need to design for the quick shopping experience they're looking for.

Wireframes

We wanted the home page to be conversational, visual-focused, and straight-forward. Through crazy-8 brainstorming sessions with the team, these three designs stood out:

Final Prototype

The caption "Don't curb your curves" is a playful way to start the conversation with new customers — Buzzoms is the older "sister friend" who empowers every women to be proud of their body.

About Page

Wireframes

The about page aim to showcase Buzzoms' clothing by outlining their unique features. Since this is the more informative page of the website, we played with the layout to find one that's both easy to scan and visually-appealing. Here are some of the ideas:

In Version 1, the irregular shapes risked framing the images awkwardly. Version 2 risked having text-visual overlap and might not be great for accessibility. Thus we decided to go with Version 3 as any images can be easily adaptive to rectangular frames, it's also easier to associate text with each image.

Final Prototype

Balanced information with visual appeal using a structured layout.

Driving Traffic Through Subway Ads

To engage new customers and drive website traffic, we designed subway ads featuring QR codes leading to the sizing quiz.

Buzzoms. Don't curb your curves.

Retrospective

At the Brandathon demo, our team presented to 3 judges, James Tung, Mollie Ableman, Caitlin Harris, founder of Buzzoms Marshay Clarke and 30+ audiences.

Given an extra week, our team would refine the brand voice by adding personality to the copywriting on our website. We would also make sure the same witty yet authentic tone is shown through the typography both on the website and in social media posts.

In addition, most customers now shop via mobile apps. A responsive mobile platform can make the shopping experience more accessible and help Buzzoms increase its user base.

Learnings

Special thanks to all the judges and the talented designers on my team for the exhilarating, admirable, roller-coaster-like 48 hours - thank you for all the mentorship, the creative exchange, and for pulling it through together!