One of India’s leading menswear brands, Blackberrys wished to create a casual brand to help them influence a considerable share of the millennial & Gen Z consumer while also adding value back to the Mother Brand. We partnered with them to help build this brand ground up.
The mind space of our millennial & Gen Z consumer being a fun loving wanderer was already evident. For Urban Blackberrys, we simply crafted a bridge between the mother brand Blackberrys and our young target audience.
This is a generation for which travel is not just from point A to B. It often is from app A to app B, but more importantly from Point of view 1 to attitude 2. Millennials & Gen Z are already born into esteem needs. They are not driven by the need to succeed in the eyes of the society. They want to explore and discover the world and themselves. They don’t want to commit to anything till they experience it and figure out what they like and what they love. Stumbling upon things and waking-up to new discoveries is a way of life here.
We wanted to build a role for brand Urban in the life of India’s youth by addressing the tension between life opportunities and anxieties with a clarion call to explore choices rather than pre-defined paths. Hence the brand tag line ‘Why Plan’.
As the foundation for the brand to have continuous brand experience and consistency across every touch-point we devised a sharp & detailed 85+ pgs brand manual. A sharp visual identity system was created to have one brand experience across every offline, online & in-store medium. Everything from the fonts, photography, video, social templates & gifs to the store experience was immersive yet tangible & multi-sensory but clear.
The outcome of a solid brand positioning & communication identity system was an impactful & the consistent brand experience created both positive emotional & rational response amongst the consumers, making brand Urban memorable and relevant. Stands to reason, its sales figures were reported as the fastest growing at Blackberry stores. A happy rub-off was the mother brand Blackberrys also started looking a tad younger.