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ColorfulKoala

What If…

What if... The future of fashion wasn’t just about style but about lasting, emotional connections?

What if... The future of fashion wasn’t just about style but about lasting, emotional connections?

What if... The future of fashion wasn’t just about style but about lasting, emotional connections?

Project Overview

Athleisure Wear Fashion Brand

Athleisure Wear Fashion Brand

Athleisure Wear Fashion Brand

Challenge

ColorfulKoala, an athleisure brand based in China, was growing but needed to stand out against market leader Lululemon.  

ColorfulKoala, an athleisure brand based in China, was growing but needed to stand out against market leader Lululemon.  

ColorfulKoala, an athleisure brand based in China, was growing but needed to stand out against market leader Lululemon.  

ColorfulKoala, an athleisure brand based in China, was growing but needed to stand out against market leader Lululemon.  

The brand sought to break into mainstream markets with a distinct identity and message that would differentiate them from their competition.

The brand sought to break into mainstream markets with a distinct identity and message that would differentiate them from their competition.

The brand sought to break into mainstream markets with a distinct identity and message that would differentiate them from their competition.

Inspiration

Consumers were increasingly drawn to brands that not only offered quality products but also a deep sense of emotional connection, community, and shared values.  

Consumers were increasingly drawn to brands that not only offered quality products but also a deep sense of emotional connection, community, and shared values.  

Consumers were increasingly drawn to brands that not only offered quality products but also a deep sense of emotional connection, community, and shared values.  

Consumers were increasingly drawn to brands that not only offered quality products but also a deep sense of emotional connection, community, and shared values.  

We recognized the potential to craft her platform as both a cultural commentary and a visionary beacon for future disruptors.

We recognized the potential to craft her platform as both a cultural commentary and a visionary beacon for future disruptors.

solution

To differentiate ColorfulKoala, I revived the emotional aesthetic of old J. Crew catalogues, combining it with modern empowerment messaging.  

To differentiate ColorfulKoala, I revived the emotional aesthetic of old J. Crew catalogues, combining it with modern empowerment messaging.  

To differentiate ColorfulKoala, I revived the emotional aesthetic of old J. Crew catalogues, combining it with modern empowerment messaging.  

To differentiate ColorfulKoala, I revived the emotional aesthetic of old J. Crew catalogues, combining it with modern empowerment messaging.  

The brand became more than just a product line; it became a symbol of interconnectedness, with a focus on the craft of garment production (e.g., the importance of seams and weaving as metaphors for human connection).

Additionally, I helped ColorfulKoala align its brand with the UN’s Sustainable Development Goals (SDGs), making sustainability an integral part of their identity and future strategy.

EXECUTION

The execution involved: 

The execution involved: 

The execution involved: 

The execution involved: 

  1. Brand Book & Visual Identity: Created a fresh, nostalgia-driven brand book that integrated elements of J. Crew’s emotional storytelling while aligning with modern consumer values.


  2. Creative Campaigns: Conducted beach-based photoshoots and developed campaigns that invoked feelings of timeless elegance and empowerment.


  3. Social Media Strategy: Developed a consumer-centered social media strategy that amplified the brand’s core messages of connection, quality, and empowerment.


  4. Sustainability Focus: Integrated UN SDG targets into the core brand narrative, strengthening the brand’s commitment to sustainability.


  5. Future Product Line Consultation: Provided insight into future products that reflected both the aesthetics and values of the brand, blending technical craftsmanship with empowerment.

HIGHLIGHTS

Activewear may be saturated, but that just gives more space to play in. 

Activewear may be saturated, but that just gives more space to play in. 

Activewear may be saturated, but that just gives more space to play in. 

Activewear may be saturated, but that just gives more space to play in. 

  1. Nostalgic Modernity: By merging the visual identity of old J. Crew with the ethos of modern empowerment, ColorfulKoala became a brand that resonated with consumers seeking a blend of quality and connection.


  2. Sustainable Empowerment: Aligning with the UN SDGs positioned ColorfulKoala as a brand not only dedicated to quality but also to making a global impact through sustainability.


  3. Weaving Stories of Connection: The campaign tied the production of the garments (seams, weaving) to the broader narrative of human interconnectedness, creating a powerful emotional resonance with consumers.