Objective

The goal of this rebranding concept is to reinterpret the energy that used to drive the Superdry brand, adding youth and a contemporary edge. Group project for my BA Fashion Marketing and Promotion at the University of Westminster.

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Core Insight

The Superdry brand, once known for its distinctive, Japanese-inspired use of colour and logos, became a global brand, and in the process fractured into multiple sub-brands with confusing identities. What is needed is a clear, unifying identity that is nevertheless eclectic enough to incorporate all local flavours of the Superdry brand.

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Strategy

Showcasing three young characters across three global cities - London, Tokyo and New York - this campaign aims to capture the raw everyday scenes of non-conformist lifestyles, creating an electrifying, yet also relatable sense of community.