CASE STUDY
CUBE CO. is a Helsinki / Finland based private brand of Stockmann Department Stores targeting school-aged boys, offering easy-to-wear clothing and accessories.
We created the brand to offer a more cool & relaxed brand for this often neglected target group. The goal was to establish CUBE CO. as a brand the boys themselves would desire and feel connected to.
I created a brand identity to reflect attitude of the boys who are out-going, sporty and who know their way around, followed by a strategy to realize our goals.
We went thorough a naming process to find a name that would communicate the new attitude and look, that would be easy to pronounce and look cool on a t-shirt. Something that the boys could relate to. We landed on CUBE CO.
I developed the tagline “Never Stay Still“ to convey the brands new wild and energetic attitude.
I designed a complete visual identity including logo / wordmark, labels and packaging, and made branded style guides to communicate the brand.
After creating the visual identity, we helped to bridge it all together for the marketing department and to transfer the identity to launching of the brand.
I sparked an idea of innovative launch video that boosted the web marketing launch with brand-right appeal, looks and tech-savvy attitude.
We sparked new business opportunity by creating the brand and making it major commercial hit from the start, growing 42% in just two years despite the market was in recession.
We succeeded in establishing brand-right & authentic brand image with street-credibility and target customer appeal, with 20% steady growth year after year.