With the development of their new platform complete, Cuban cigar marketplace startup Club Habano felt it wasn't speaking to their target audience. Choosing Never Settle, we rebranded and redesigned the user experience to create the premium, exclusive brand Club Habano positioned themselves to be.
Although their marketplace was technically complete, it lacked refinement and didn't look or feel prestigeous.
Consulting with Never Settle, we rebranded Club Habano and designed a more elegant user experience.
A considerably improved experience with an elevated brand that better reflected what their audience would expect.
Club Habano admited they relied on AI to help with the first iteration of their logo and they weren't happy with the result. With completitors already firmly recognized within the industry, it was important to go to market with a brand that could challenge those planted in this segment and intice users over to Club Habano. Within just two rounds of ideas, we had designed an elegant, timeless new brand that reflected the expectation of Cuban cigar collectors.
Once we had a firm understanding of the target audience, we knew that the collectors we would be targeting would get excited easily to add rare items to their collection. They cared about images to be able to verify the quality and they wanted to bid and buy fast. With this approach, we designed a user experience that aligned to user's expectations while offering a sense of elevation over the current brand.
At the bginning of the project Club Habano had already hired a lounge for a video and photoshoot. We provided consultation on the types of videos and photos they should ask their producers to create. Matching the new brand and the elevated user journey, we were able to pull everything together in order to help Club Habano go to market with an elegant, elevated brand that would make them stand out as a serious operator in the Cuban cigar collector marketplace.
