AKIKI
Positioning, Brand Name, Brand Identity, Communication
CLIENT
Bagzone Lifestyles Private Limited is a retail company established in 2008 and has its headquarters in Mumbai, India. The company specialises in manufacturing a variety of shoes and bags for women. One of Bagzone's most prominent brands is Lavie established in the year 2010. It offers a myriad of trendy ladies’ bags and footwear to deliver products of uncompromising quality and panache along with unrivalled customer service.
BRIEF
Bagzone needed a brand that was not defined by its price point or its point of sale. Bags are often classified by its material, utility, price range etc. However, the new brand needed to resonate with women, irrespective of their age group or place of origin, and be a one stop solution to their bag needs.
A companion for life
Before researching the competition and the consumer, we sought to identify what is it that a bag means for a woman. Ranging from a style statement to utility, occasional bags and all in one, the spectrum of the product is vast. However, what remains constant is the bag itself. No matter where a woman goes, she always has a bag with her, irrespective of the type. This hypothesis was then tested across multiple categories, giving shape to the brand vision and translating it to a brand. A woman's bag is her companion for life, a caregiver and a friend. It is with her in sickness and in health. It is a constant in her life, irrespective of its shape, size or colour. This constancy manifested into the essence; ALWAYS WITH YOU.
This bag is your companion for life,
a caregiver and a friend
Stepping each stone with you,
never ever seeing a bend
In good times and bad,
in sickness and in health,
It is a constant in your life,
in modes visible and stealth
In adventures it spoils you,
and in mundane it comforts you,
It is a partner in crime,
the one you can always look onto
In success and in failures,
in celebrations and in blue,
It stands beside you with pride and is
ALWAYS WITH YOU
The positioning made way to multiple concept routes that helped in the brand naming. One such route was the personification of the brand to symbolise a person who is with our woman through thick and thin.
Alluring purple incites a sensual experience. It has a calming effect on the mind and draws you closer to it effortlessly. It compliments ones imagination and makes our woman feel empowered and safe.
The Brand Identity of Akiki was derived from the long-lasting flower Alstroemeria which is symbolic of friendship and devotion. Its leaves grow upside, twisting out from the stem as it grows, which reflects the twists, turns and growth of our friendships. If the Alstroemeria, like any friendship or like our bags are well taken care of, they can be extremely long lasting.
Akiki’s visual identity narrates the bond between a bag and the woman. Based on this, we developed a storytelling model built on a partnership image styling system and a visual style that further enunciates the Brand Identity and generates recall.
Positioning, Brand Name, Brand Identity, Communication, Website
