The challenge was to find a way to bring this niche brand in London to the US with a fresh perspective. It was important to find the connecting values to connect the two cultures.
We found that at it's core NoTwoWays is an independent London brand with a punk ethos. Drawing on this ethos, we found a connection between the US customer and Uk customer in a style called BlokeCore. Essentially mixing sneakers with baggy jeans and futbol jerseys. As the US is falling deeply in love with professionally soccer I saw a way to bridge the continental gap offering a brand that embodies the things that both the US and the UK love. Music, Soccer, and Fashion.
Consumer research and interviews
Definition of "design target"
Strategic framework
Brand positioning
This strategic framework case study was developed for the Brand / Culture / Anthropology class taught by Susan Gornell at ArtCenter College of Design.
