Tezza Rebrand Aims to Match the Coolness of its Fashionable Photos
Tezza isn’t exactly a household name, but the influencer and entrepreneur Tessa Barton’s photo editing app has gained something of a cult following among those who want their Instagram snaps to have that fashionable vintage look.
A New Direction
The brand is hoping to expand with a rebrand that aims to match the coolness of the photos its users create. The brand is venturing into other areas, including merchandise, like phone cases, collage kits, and, somewhat strangely, candles. It seems Tezza no longer wants to be just a fashionable photo app. It wants to be a fashion brand.
New Logo and Identity
The Tezza rebrand was overseen by Brooklyn-based Saint-Urbain and was clearly inspired by the industry Tezza wants to be part of, with shapes and typefaces influenced by fashion magazines and editorial layouts. The brand is keeping its existing face icon, which was created by Zhenya Runyzhuk, while the new wordmark’s sharp angles reflect the app’s square photo format and bright colours stand out amid all the black and beige, conveying a dose of playfulness.
A Challenging Expansion
The overall impression is much warmer identity than that of many photo editing apps, putting the focus on art rather than tech. But as sleek as it looks, it could be difficult for a brand like Tezza to expand.
Merchandise and Beyond
The freemium app is currently 40th in the App Store for photo and video and has mixed reviews. Like VSCO, it takes the same simple filter/preset-based approach to photo editing as Instagram and outputs images at sizes that make it suitable only for social media. Professional photo-editing software it is not.
Candles and More
Tezza’s managed to get a following by taking cues from fashion itself, creating filters that help users get the on-trend look of the moment quickly and easily, but the appeal of that is limited and will require Tezza to keep up with quickly changing trends. The expansion into merchandise is intriguing, but I’m not convinced that selling candles will help bring new users to a photo app.
Conclusion
The Tezza rebrand is a bold move for the app, aiming to establish itself as a fashion brand with a focus on art and design. While the new identity is sleek and on-trend, the app’s expansion into merchandise may be a challenging and uncertain venture.
Frequently Asked Questions
Q: What is the purpose of the Tezza rebrand?
A: The rebrand aims to establish Tezza as a fashion brand, moving beyond its roots as a photo editing app.
Q: What kind of merchandise is Tezza offering?
A: The brand is offering phone cases, collage kits, and candles, among other items.
Q: Will the rebrand be successful?
A: The success of the rebrand remains to be seen, as the app faces competition from other photo editing apps and the uncertain venture of expanding into merchandise.
Q: What is the current ranking of the Tezza app?
A: The app is currently 40th in the App Store for photo and video, with mixed reviews.
Q: Will the rebrand help bring new users to the app?
A: It is unclear whether the rebrand will be effective in attracting new users to the app, as the appeal of the app’s filters and presets may be limited.
