Code is a retail apparel brand targeting the aspirational millennial male consumer across Southern Africa. The owner asked us to formalise the brand story and ensure a crisp positioning to appeal to the target market within the highly competitive clothing retail space.
What we did
We interviewed the business owner over several sessions to get a clear picture of the brand concept. We then conducted various trade visits to understand the retail landscape and conducted focus group research to understand the millennial male target customer better. We then combined our insights into a brand positioning statement and developed a brand launch campaign targeting the Western Cape.
Firejuice played an important part in helping us clarify the Code brand story and get our marketing campaign off the ground quickly. Their action-oriented approach was refreshing and provided great support to our internal team during the launch of Code.