This is how we helped our client 'Gafas' to determine its brand identity...!

Gafas is a French emerging eyewear brand, founded in 2011, selling stylish sunglasses in High End streets in Paris, competing against top brands, such as Luniata, Gucci and Police. This meant that Gafas had to show up in the game, by producing high quality and chic sunshades. However, not long ago, the brand suffered a huge setback, sales had hit rock-bottom in 2015, with a $5 million loss in revenue. This posed a threat to its survival. This was due to the complaints about the brand’s quality of frames, which often than not fell apart. Major retailers, pulled the eyewear line out from its shelves. They needed to reconsider its brand’s position in the market.

In September 2016, Steel&Feather was invited by the company’s directors to help redeem its dented reputation. We began to walk an interesting journey with our client, holding day workshops and being intimate with their produced content to have an in-depth feel of their brand identity. Ultimately, we understood their needs and how we could revamp their brand reputation, through storytelling. Once we defined the target audience as millennials, Steel&Feather came up with a storytelling campaign, where the new touch of frame fabrics were the main characters. Gafas sunglasses, has moved into having personalised eyewear, in its relaunch in December 2016. It now offers customers the luxury of mixing frames and using different frame material covers; such as leather, denim and velvet textures with vibrant colours which is gaining popularity and rocketing Gafas sales.

Gafas heeded our advice to cease production of the sunglasses from the traditional and outdated services across the world. The brand infiltrated the hub of eyewear manufacturing in Paris, where other iconic brand in its portfolio were manufactured. In less than 6 months, after the smart-move to rebrand. Gafas revenue has risen by 5% in sales. Our agency, has transformed the brand's classic look, which offered vintage fashion looking sunshades with contemporary touches, modern textures and colors.

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