The Lilley Line
HAND-WOVEN TOTES, CLUTCHES & BASKETS
Threading a successful brand
These seemingly simple baskets are treasures. Their utilitarian uses are endless, but they’re also fun and beautiful, made to elevate your everyday. So the branding starts with the product design itself and is embodied in our tagline:
Love what you carry.
Behind the Name
Stephanie B. Lilley
The sheer passion, humor and vision of social entrepreneur Stephanie Lilley cannot be contained, and that is what makes her so fun and successful at bringing beautiful things to life. Stephanie first approached me about designing a logo for her “basket business” back in 2020 just as the Covid pandemic began. It was a crazy time to begin a company, but new opportunities emerged. So we leaned in to take them and found rewarding experiences, friendships and success.
As TLL’s Creative Director, following our ideas from paper to showroom to a customer’s arm is such a thrill.
Product Design
Finding Inspiration
Working with our artisans’ traditional weaves, we design patterns and sizes and manipulate colors to craft unique styles inspired by art, nature and fashion.
The Lilley Line’s GRAND TETON SUNSET bag was inspired by a photograph my best friend took in Jackson Wyoming.
Product Release
Launch & Promotional Campaigns
With both a wholesale and retail market, our products must make multiple debuts, starting first with store buyers at trade shows, and then with our direct to consumer buyers online. Other sales channels include email campaigns, Instagram, influencers and in-person pop-ups and trunk shows. That means each product has a marketing plan of its own where we determine its audience and lifestyle uses, using photography and targeted sales promotions.
Promotional Treatments
Here’s a look at one bag’s imagery
SMALL BRICK DARK WASH
Check out more on The Lilley Line Website and Instagram.
