Plus One Design

Client Brief

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.

Blackberrys was always known for its high quality garments but over a period of time, it had become a brand more popular for its formal and ceremonial wear. The challenge was to make a new brand from the same family - Urban Blackberrys - relevant and resonant to the millennial & Gen Z wanderer.

Idea

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.

Result

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. 

Plus One Design

Design

  1. Mumbai

Services

Clients

Category Experience

Employees

11-25 Employees

Other Projects
Tea Culture Of The World
BRAND Tea Culture Of The W, 2015

PROJECT Tea Culture Of The World...

Tea Culture Of The World, a whole-leaf premium teas start-up was about to make a shift from being a B-2-B supplier to directly entering India&rsquo...

Femina Flaunt Salon
BRAND The Times of India G, 2018

PROJECT Femina Flaunt Salon...

Helping build a new Salon brand from The Times Group The Times of India Group, India’s largest media conglomerate was to extend its l...

GoDry
BRAND VNC Group, 2018

PROJECT GoDry...

VNC group, one the most trustworthy company in the south Indian steel sector, wanted to rebrand their waterproofing products to have a mo...

Raymond Linen
BRAND Raymond Fabric, 2015

PROJECT Raymond Linen ...

Raymond, the iconic menswear brand and market leader in menswear fabrics makes a relatively late entry into the linen category, but with immense st...

Aquaclear - PepsiCo + RJ Corp Africa
BRAND PepsiCo + RJ Corp Af, 2013

PROJECT Aquaclear - PepsiCo + RJ Corp Africa...

Africa based SALL (Sameer Agriculture & Lifestock Ltd) in collaboration with Pepsi Africa wished to launch a new brand of packaged drinking wat...