Background

GTP, a 50-year-old local textile brand, needed to evolve from its role as a wedding and funeral brand into an international fashion brand that caters to a younger, fast-moving audience. To achieve this, we began by refreshing the logo and radically changing the brand's look and feel. To push the premium African fashion positioning, we launched an imaginative campaign that re-presented the beloved brand to a new, younger audience in an exciting way. Deployed across billboard, TV, print and digital, we pushed the narrative of the quintessential woman and her right to express herself in bold African print designs. 

Creative Idea

It was established in our strategy that premium is an intangible notion; it is a mentality that people have. People who are don’t need to say they are premium, their culture simply displays their class. It is seen in their way of life, and in their association with prestigious activities, people or things.  This flowed into our big idea, Life. Styled Where the word “Life” demostrated the breadth and coverage of our brand's influence across every aspect of daily living. And the word “Styled”, associated with elegance, class, prestige and exclusivity, described the attributes that premium people exhibit. Also the literal impact we have as a fashion brand. By utilizing the phrase Life. Styled throughout our comms, we evoked the idea of an effortlessly upscale, elegant mentality in our audience. The idea was clearly demostrated in our billboard concept with the line "RELAXATION STYLED"

Strategy