Here's what happened

Challenge

A big challenge they are experiencing is that currently, their brand idea is fantastic and coherent. It resonates with a lot of women, however, there seems to be a disconnect between the vision and the application of the brand. The products are of high quality and the price point comes at a premium. There are many rebate strategies at the moment being executed, however, there is a desire to want to make the brand more premium. 

Approach

To tackle this branding challenge, the project is based on a two-phase approach. In the first phase, we tasked the creative team of seven to communicate the key values clearly in a way that is coherent, consistent and more mature. Currently, the brand is rather focused on the ethereal and the dreamy but would like to find a way to bring it back down to earth. Focusing on more tangible elements, while keeping the theme and strong core of their key visual at heart.
In the second phase, we are tasking four creatives to apply their branding and communication concepts to the brand’s core SKUs.

Outcome

The creative team came up with a total of eight approach-level ideas in a span of only 14 days! The creatives on the jovoto platform have used their seemingly unlimited amount of creativity to present several directions for this brand to go in with their brand. Four of the finalists moved onto the second phase to continue working on their ideas.

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