Super TuesdayTM

Client:
Kicks

Market:
Sweden

Scope:

Background / Insight:

Regardless of so called "green" initiatives within the fashion industry, consumption is growing by double digits every year. And 60% of all garment’s sold are thrown away within a year. Clothing brand Asket is working to change this, and to restore the value of garments by creating a reduced wardrobe that stand the test of time. But how do you make people realize that we can’t shop our way to sustainability?

Solution:

We started by thoroughly analyzing Eriksberg, looking at every aspect of the brand, such as the portfolio structure, information hierarchy, key design assets, and brand touchpoints. Together with the client, we spent a lot of time creating a new design strategy that focused on consumers. Our aim was to make a big change compared to the brand's current look and feel and enhance the premium perception. Attention to detail and craftsmanship were crucial for our success. We updated almost all assets and added new elements. Market research confirmed we were on the right track before finalizing the design. The new design is now in stores and Systembolaget, and it has also heavily influenced the brand's communication efforts