The project started in May 2013 as the brand has long established worldwide as it is always known that the image and the identity tend to be fun, sexy and even porn too. Having bulit up the long established image the brand with loads of products produced for years, the brand seems aging and product image has become kitsh and less prestigious. Right now the brand wants to have a 'strike back' particularly in Hong Kong and China region as a starting point, I chose menswear section and my proposal was to give them new inputs and vision so that the brand can keep their 'playboy' style and at the same time it can be more classy, posh and still sex appealing. Images of the new input makes the Playboy men more high end, tasteful and advertising campaigns can keep the fun and sexy mood, but does not not fall into the sense of kitsh, mass produced with inferior quality that was done before. At the same time the 'call-to-mind' porno images shall be eliminated because the boost of sex appealing can be high classy too. Excerpt from my design ideas and info can be seen above. The flagship store mood was provided by the brand.
