Client/
URBAN ROCK
Project/
Rebranding a clothing brand
Brief/
Urban was in the process of making important decisions as, due to the empirical conception of the brand, some issues had emerged along the way. The main problem was the way people perceived the product: it didn't look like something made in Colombia, they thought it was imported and relabeled.
Thus, the next step gave us the opportunity to build a new identity, consistent and aligned with the brand. The goal was not only to mitigate issues related to the product but also to bring out the brand's essence, that was always there but had dissolved over the years.
Solution/
The logical:
During the project's initial phases, we found ideas that led us to the conclusion that the brand's pillars are human quality, very diverse products and an incredible ability to mix garments in order to create season outfits fitting the audience's preferences.
The extraordinary:
During a short conversation before the sketching phase, we asked ourselves: what did Urban Rock represent to us? "Urban is like a closet where you can find anything.", "It's about clothes that make you feel like a rockstar."
It led us to connect with the feeling that Urban is a closet - a place where people keep their clothes as a symbol of their identity - and that these people become the hangers, taking the garments to another level and filling them with positive emotions.
Read the complete case study here
