Shift preconceptions of Jacamo, create a brand new look & feel and establish a credible and engaging brand story.
We knew we needed to raise brand awareness for Jacamo but, at the same time, consider how we could shift opinions of those who had negative, and often unfair, perceptions of what Jacamo was all about. Fundamentally, it’s great-fitting and stylish clothes for men.
From sizes S to 5XL, Jacamo offers clothes for every man. Well, every real man. And real men aren’t that keen on the frills and fuss when it comes to shopping. So we created a brand that offers a shopping experience for men who want to look and feel great without any of the hassle. Our brand proposition was born – Jacamo. Outfitters For The Real Man.
We created the ‘Jacamo Real-Man Manual’ to lay down in black and white (literally) all those nitty-gritty details of the brand’s reinvention. The manual combines our new, humorous tone of voice with a series of comical illustrations to create a brand book that inspires and entertains in equal measure.
To keep the Jacamo voice in full flight, we needed to expose it to our real men. What better way than on Dave TV, and a sponsorship of Driving Entertainment? 12 animated illustrations were created and they went down a treat.
Jacamo should be the first port of call for real men who want to look good. Their product offering is stylish, great-fitting and of good quality. Photography must showcase that. We created a new set of photography guidelines to inspire and instruct future shoots.
Illustration proved to be the perfect medium to bring our brand humour and personality to life. We commissioned various illustrators to bring their own personal expression of the Jacamo way, utilising them online and through social media to drive brand engagement.
Jacamo men and the women in their lives want a straightforward shopping experience. Through playful photography, modernised layouts, and considered copy, we captured the brand ethos and created a website that’s relatable, engaging, and simple.
Freddie Flintoff is more than just a pretty face for Jacamo: he offers his own range of clothes too. We wanted the ‘Flintoff’ brand to reflect the man - stylish, contemporary, and manly.