In 2021, Bonobos decided to launch a youthful and leisurely product that would appeal to a younger, more active audience. Working closely with their CEO, CMO, clothing designers and merchants, I oversaw bringing that brand to life. The project started with strategy and naming to carve out the appropriate white space and solidify brand pillars. We then completed the brand identity, lookbook, guidelines, packaging and various consumer touchpoints to secure a 2022 launch.

Agency: Transport NY