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Challenge
Create a brand in boys’ clothing segment different from the others, and fulfill a market need.
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Insight
Development of a core international brand that represents not only boys, but also the lifestyle of a generation.
Branding and Positioning, Digital, Trade Strategy, Image Production, Fashion Content, Retail.
Create a brand in boys’ clothing segment different from the others, and fulfill a market need.
Development of a core international brand that represents not only boys, but also the lifestyle of a generation.
@ Market investigation focused on trade. Face-to-face survey in the main points of sale of kids’ clothing in all regions of Brazil.
@ Study and analysis of identified target. Immersion and survey regarding the international and cosmopolitan lifestyle to be represented by the brand.
@ Branding, naming and visual identity. Brand positioning with the market.
@ Direction of a style to the products, aligned with a lifestyle represented by the brand and the needs found by target.
Johnny Fox is the personification of all boys with a cosmopolitan lifestyle. It is a brand that represents a multicultural, young and curious generation that is growing in urban scenarios of great metropolis.
A brand developed from the scratch, inspired in an international, urban lifestyle which already had places like New York, Amsterdam, Los Angeles and London as scenarios for its campaigns; cities with the same cosmopolitan and multicultural personality of this band.
A differentiated corner, with campaign theme in New York, for the launch of this brand in one of the most important kids’ fashion events in Brazil. Creation of a unique space and sales strategies representing Johnny Fox’s world.
Creation of brand’s website, available for all gadgets, in order to show campaign’s contents in a clear and interactive manner.
Development of campaign materials focused on social media, management and direction of visual content to social networks.
Broadside with interactive contents, aimed at the trade training related to campaign materials and points of sales.
