Brand Positioning - Brand Identity - Brand Architecture - Design Strategy - Naming Strategy - Focus Group - Visual Identity - Concept Development - Graphic Design - Packaging Design - Brand Guidelines - Adaptation Design - Retail Activation - Brochure Development
Client: Veritas
Brand: sOxi
Project: So You
Veritas is a chain of retail stores, with branches in Belgium and Luxembourg. Their mission? To Inspire their consumers with a wide range of accessories and creative ideas from fancy knitting, sewing and fabrics, to leg wear and jewellery.
Next to its Insua brand (already created by DB in 2003), Veritas wants to launch a new leg wear brand for women, men and kids with a value for money positioning. This positioning would also have the objective to attract a younger target group. Thanks to the launch of this price attractive brand, younger people would rediscover the Veritas shops in a more trendy and relevant manner.
Objectives: Adopt a new, unique tone of voice in the legwear category that is attractive thanks to its colour coding and its simplicity, responding to the expected target group expectations. Whilst the majority of products in this range is for females, the packaging system must also be adaptable to represent products for males and children.
Impact of the brand is a must for consumers to see it and to recognise and to recall it in-store and on-line. As price is a strong point of difference, it must clearly appears on pack, with a link with the branding. Finally the design must be kept very basic, allowing the actual tights and socks to speak for themselves.
We started out with a focus group of younger people between 15 and 25 to first establish what kind of brand values they were looking for. Then we move onto matching these with names that would bring the idea to life.
Intention: Select a name that expresses the ‘smart’ aspect of the brand with a wink to its unique tone of voice. A bit naughty that can be attractive to a younger target audience. Short and easy to remember.
Insight: The Centennial generation want to be perceived as unique individuals and are looking for brands that answer their specific needs. They like products that are aligned with their lifestyles, created for them: still a bit girly but also with a more sensual touch. They are interested in qualitative products that express their individual personalities, products with an up-to-date image and packaging at a good value.
Recommendation: In order to drive the XYZgen into the Veritas shops, one should adapt the communication to this target. The advertising should use new media to connect with them : Facebook events, TikTok videos, samples in teenagers’ magazines, etc. In the shop, a devoted area with a strong communication and easy merchandising should be created. Ideally, the new Veritas shops should be opened next to driving retailers for XYZers like H&M, Zara, Hema etc.
sOxi is in line with their request: so sOxi, so you
