Ghurka Brand Relaunch

There was a time when Ghurka rivaled Coach in the luxury leather goods market. Decades later, the company’s new leadership tapped my team to redesign the once iconic brand’s website and give it a refreshed identity that was true to its roots while resonating with modern consumers. To reintroduce Ghurka to the world, my partner and I created a “Where Will Today Take You?” campaign that invited consumers to imagine how the brand’s artisan-made leather bags and accessories could accompany them on adventures near and far, large and small.

Emails

Relaunching as a primarily D2C brand, email was a key marketing channel for Ghurka. To help get the newly refreshed brand back on its feet, I stepped in to write dozens of emails during a crucial Q4 that encompassed the brand relaunch and the holiday shopping season. While the subject matter of these emails—new product launches, holiday gift guides and the like—was relatively straightforward, I really enjoyed writing them. It was fun waxing poetic about the superlative quality of the products and indulging the well-heeled clientele’s wanderlust. I’ve included a handful of excerpts below.