Curateur by Rachel Zoe

Brand Strategy / Branding / Copywriting / Design / Packaging Design / Retained Services / User Experience

Curateur Rachel Zoe

Providing women with the foundation they need to lead a life of style

Our partnership with stylist Rachel Zoe and her team began in 2018 when we had the opportunity to redesign the website for her luxury fashion and beauty subscription product, Box of Style.  With UX enhancements, new branding and a complete content overhaul, the new site highlights the brand ethos of value, access, and discovery while showcasing the unique services and styles curated by Rachel herself.


Stemming from the initial website redesign, we continued our collaboration with Rachel Zoe and her team when they reproached their overarching brand ethos and marketing around the subscription model. Customers found it difficult to understand what exactly the subscription box was and how the model works; therefore, as part of our ongoing work with Rachel Zoe and her team, we collaborated to rename and rebrand Box of Style as CURATEUR, tied to the evolution and expansion of the brand’s mission to not only offer a curated wardrobe but to offer a curated life of style to its customers.


About the Brand

Previously known as, Box of Style, CURATEUR is Rachel Zoe's custom subscription box that delivers coveted fashion and beauty essentials, hand-picked by Rachel, right to your door every season.

Visit the site
Rachel Zoe Curateur

Whats in a Name?

As we reimagined the new branding, we knew that the new name would need to speak for the refreshed brand voice and the evolving brand story. Through comprehensive questionnaires and brainstorming sessions, Sweden and the Rachel Zoe team ideated and settled on "CURATEUR" meaning curator in French.

Once the name was established, Sweden designed a logo around the name, as well as provided creative assets for the brand evolution from “Box of Style” to the more ownable “CURATEUR” rebrand. The final output was a detailed brand book that streamlined everything from the newly established brand guidelines, logo, icons, box design including fonts and assets, brand usage, restrictions, and violations.

Curateur Magazine
Rachel Zoe curateur website redesign

Redefining the Subscription-Based Shopping Experience

The subscription model can be difficult to explain to customers and when we were first approached by the brand, they were having issues with customers understanding what exactly the subscription box was and how the model works. We spent time with Rachel's team designing the best way to convey the plans, rewrote all of the copy on the site, and created photography guidelines to ensure that the site felt cohesive and up to Rachel's high standards.

Rachel Zoe curateur Packaging redesign

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