GOODMATES
FASHION BIZ ARE AN ESTABLISHED B2B WHOLESALER OF UNIFORMS AND WORKWEAR, WHO WANTED TO LAUNCH A NEW BASICS BRAND AND FOR THE FIRST TIME – SELL DIRECT TO CONSUMERS.
Smile were asked to develop the brand strategy and identity for a new basics brand that would operate across both B2B and B2C. We focussed on tapping into cultural heat and strong aesthetic appeal to spark end-user desire, which would in turn drive business demand.
FASHION BIZ ARE AN ESTABLISHED B2B WHOLESALER OF UNIFORMS AND WORKWEAR, WHO WANTED TO LAUNCH A NEW BASICS BRAND AND FOR THE FIRST TIME – SELL DIRECT TO CONSUMERS.
Smile were asked to develop the brand strategy and identity for a new basics brand that would operate across both B2B and B2C. We focussed on tapping into cultural heat and strong aesthetic appeal to spark end-user desire, which would in turn drive business demand.
INTENT: BUILD BIG PERSONALITY AND VISUAL APPEAL – CREATING A “NOT SO BASIC” BASICS BRAND WITH IYKYK ENERGY.
We translated Fashion Biz’s decades of manufacturing know-how into a nostalgic new brand, with a fresh Australasian tone and warm, open voice that welcomes customers and suppliers as mates.
A favourite item of clothing is like a good mate: trusted, safe, always there when you need it (unless it’s in the wash). We renamed the B2C business Good Mates, your wardrobe’s best friend.
We then brought Goodmates to life. Deliverables included brand book, logo and graphic suite, look book, and a large-scale stills and motion shoot. The brand rollout extended across press day activations, PR haul unboxings and in-store imagery.
INTENT: BUILD BIG PERSONALITY AND VISUAL APPEAL – CREATING A “NOT SO BASIC” BASICS BRAND WITH IYKYK ENERGY.
We translated Fashion Biz’s decades of manufacturing know-how into a nostalgic new brand, with a fresh Australasian tone and warm, open voice that welcomes customers and suppliers as mates.
A favourite item of clothing is like a good mate: trusted, safe, always there when you need it (unless it’s in the wash). We renamed the B2C business Good Mates, your wardrobe’s best friend.
We then brought Goodmates to life. Deliverables included brand book, logo and graphic suite, look book, and a large-scale stills and motion shoot. The brand rollout extended across press day activations, PR haul unboxings and in-store imagery.
