Broadening the brand's appeal.
With its rich heritage, G Plan is an iconic brand. To stay relevant in the market though, as their lead creative agency, we were challenged with also helping them extend their appeal to a younger demographic by creating campaigns for their new sub-brand - G Plan Vintage.
Through beautiful photography and styling, we successfully helped launch G Plan Vintage, a collaboration between G Plan and Wayne and Tilly Hemingway. Following on from this, we’ve created literature and POS for their retailers, including John Lewis and boutique stores. For G Plan’s core range, we considered the photography, styling, design and tone to create campaigns that broadened the brand’s appeal. We ensured this new look and feel was consistently visible at every touch-point, including TV, website, in-store comms, literature, digital, social, press, exhibitions and more.
Since being appointed, sales are above target and feedback on the campaigns has been superb. As we carry on our exciting journey with this much-loved brand, we'll ensure consumer appeal remains high and their relationship with retailers continues to go from strength to strength.