Transforming a start-up into a reference brand
THE HOW AND WHY
- Brand Communications & Marketing
- Brand Definition
- Service & Digital Turnaround
Mr. Boho was born in 2012 as a result of the creative and entrepreneurial impetus of 4 friends: Daniel, Diego, Eduardo and José. What at first was thought as a small and limited project, today it is already an example of growth and improvement for all fashion firms and start-ups within the Spanish market.
The project consisted of a Comprehensive Branding exercise in which Baud re-defined all the concepts related to the brand, its audience and its correct communication.
In the two months after launch, sales jumped 133%
BEFORE AND AFTER
Regarding the evolution of the MR brand. BOHO, our equation was based on several elements: On the one hand, a new positioning based on the attitudes of the users who carry it, a brand experience based on efficiency, customer service and intermediaries, a powerful identity that speaks how is the brand; some recognizable colors for the consumer; a meaningful art direction for campaign photographs and a neutral and simple product photograph that enhances the sales item and a typography with its own voice.
The main challenge we faced consisted in absorbing the previous identity, leaving it devoid of superfluous elements and at the same time trying to unify it again so that it was evident that the MR brand. BOHO was prepared for a new stage with greater aspirations
THE CHALLENGE BEFORE AND AFTER
Reduction of isotype use
Once the logo had been redefined, it opted for a transition and migration plan based on a solid, elegant and recognizable aesthetic, in order to get rid of all the irregular and childish shapes of the previous identity.
"In the photographic section our proposal is based on portraying a certain generation giving importance to their attitude over their environment, profession, lifestyle ... We seek to associate the brand with an attitude towards life beyond a style." Philippe Milton
IMMERSION BEYOND THE PRODUCT
«This same process was carried out through the use of colors that allow to convey refreshing, summery and jovial sensations. The result is a very powerful photographic campaign with high acceptance and great engagement from the target audience ”.
EXPERIENCE AND SENSATIONS
The result is a very powerful photographic campaign with high acceptance and great engagement from the target audience.
A very meticulous work was carried out on the product pages, taking care of the detail of the photography and looking for a very simple shopping experience in very few steps.
CARING FOR EVERY DETAIL
RESULTS BEFORE AND AFTER
Since the presentation of the new Branding project, the following milestones have been reached:
+ 133 %
In the first two months, sales increased 133% compared to the previous identity and website.
+ 40 %
In two months, the business plan for ALL of 2014 had been exceeded by 40%.
+ 20 %
In two months, the number of target points of sale to open for 2014 had been exceeded by 20%
Strategic and creative recognition
TRANSFORM AWARDS EUROPE 2015 BRONZE
The best award is the great international progression of a brand that trusted Baud from the beginning
«Fantastic results for this niche brand! .Challengue clear and realistic. The visual Identity created for the young market is well targeted and with great results. » The Jury