When it launched in 2014, handbag and accessories brand Mansur Gavriel broke new ground in the fashion world for its use of shape, color, material, and detail. In the aftermath of Covid, however, the founders — Rachel Mansur and Floriana Gavriel — found themselves struggling to define the brand, due to outside investors and too many cooks in the kitchen. 

They turned to Rachel and Rebecca van de Sande (of Coterie) to help carve a new path forward. Working closely with the founders and new CMO, we conducted a deep dive into the fashion world and created a new Brand Purpose, Dream Big, and a Brand Narrative that expressed how Mansur Gavriel builds a robust world unlike any other, enlightening and inspiring with its vision.