Positioning a Lifestyle Brand for Growth
The Challenge:
Kubona is one of Nigeria’s leading branded leather shoe manufacturers and retailers with millions in monthly sales revenue. The company started out with the name The Bag Shop, a retail destination for all things bags; briefcases, handbags, suitcases, etc.
The Bag Shop evolved into a retail store for luxury shoes which made the name ‘The Bag Shop’ redundant hence the need for a rebranding exercise that took a critical look at the business as it is today, and the growth possibilities.
The Bag Shop evolved into a retail store for luxury shoes which made the name ‘The Bag Shop’ redundant hence the need for a rebranding exercise that took a critical look at the business as it is today, and the growth possibilities.
My Role: Strategist and Account Manager (at Arden & Newton BMC)
- I led the strategy development for the brand, managing research and analysis on the fashion and lifestyle industry, the Nigerian lifestyle market, and outlook.
- Managed the discovery phase of the project - conducting interviews with the founder and employees.
- I worked closely with creatives to represent the strategy in the logo and other creative expressions of the brand.
- I also served as the account manager for this client, keeping the them informed about the project and representing their interests on the team.
