MY DRAP
We crafted the branding strategy for MY DRAP’s professional channel
A novel approach for the professional channel emphasizing the customization of their textile products
Branding strategy
Editorial design
Challenge
Revised branding positioning for the professional channel of the brand
We reviewed the positioning of the MY DRAP brand in the professional channels, as well as its portfolio and product design.
Process
A thorough examination of the brand, its channels, and products led to the definition of its branding strategy
Following a first phase of observation of the brand, its channels and products, we identified its important and essential values: 100% textile (100% cotton, recycled cotton or linen) and the single-use product, a significant differential for catering firms and restaurants because it avoids the need for laundry.
Result
‘Personalization’ emerges as the new branding concept for MY DRAP Professional
We created the new branding concept: customisation, the blank canvas on which each client is the creator of their own product.
Tags: Branding strategy, Editorial design
2017
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