background: Fapai is a manufacturer of high-end suits from Wenzhou, China. With 350 stores and shop-in-shops under their own brand, Fapai is a medium sized player in China, but one with great ambitions.

our role: We got assigned to reinvent their brand for the fast developing market of affordable luxury. Starting point was the creation of a 120 page Brand Passport capturing the brands identity, behaviour and expressions. This Brand Passport covers territories like; brand values, tone-of-voice, mission and vision, business model canvas, moodboards, colour schemes, VM concepts, interior sketches and collectioning blue-prints.

After the Brand Passport came the development of the first two campaigns. Next up are the first store openings.

services: Market Research, Strategy, Concepting, Branding, Copywriting, Interior Design, Advertising & Photography, Visual Merchandising, Collection Design

Client: Fapai (China)