A Hyper Island Student Project.
Brand strategy for a new fashion & lifestyle brand directed at 'gamers'. Our process involved research, gaining insights and iterating strategic tools to finalise and validate the DRKN strategy.
Following are some screens from the Strategy Handbook.
- Most people playing games don’t perceive themselves as gamers. / DON’T USE THE WORD GAMER.
- Gaming is considered a social activity. / EMBRACE THE POWER OF THE OFFLINE COMMUNITY.
- People playing games are looking for more than clothes to identify with. / LOOK BEYOND FASHION.
- Pro-gamers are the athletes of tomorrow. / CONSIDER THEM AS SUCH.
CONSUMER TRUTH / What is the consumers reality?
Their identity is hidden in the online world.
CULTURAL TRUTH / What is going on in the world?
A growing connected, empowered and enlightened world.
CATEGORY TRUTH / What is going on in the brand market space?
The market is dominated by merchandise with fantasy art that only a minority of consumers use. It is assumed that these products fulfill the markets need.
BRAND TRUTH / What will DRKN provide for its consumers?
Because DRKN is of the gaming community, it understands its consumers and is therefore able to extend the gaming world to real life.