Challenge
Launch a fashion/handbag brand in a crowded marketplace filled with high ad-spending competitors.
Strategy
Consumers would relate to authenticity and copy-driven humor in a category that takes itself seriously and messages itself with over-glamourized lifestyle imagery.
Solution
To attract our target audience, we created a playful, irreverent brand that combines an aspirational look with an approachable tone of voice.
Flawless photography and highly-polished, hand-tooled typeface create its top-shelf visual language—consistent with the category’s aesthetic values, but quite different in appearance to counterbalance a voice overflowing with sharp, provocative humor.
