CONTEXT – DESIGUAL

On this occasion, I undertake an exercise in radically shifting the brand archetype of Desigual brand , which is currently expressed through a “rebel” archetype. My objective is to transform it into a “caregiver” archetype.

BRIEFING CREATIVO PARA EL NUEVO ARQUETIPO DE

DESIGUAL

• OBJECTIVE

To make people feel safe and cared for, while encouraging commitment to environmental sustainability.

• TARGET AUDIENCE

Dependent individuals, caregivers, and people committed to environmental protection.

• CURRENT PROBLEM THE BRAND FACES

A rebellious image that rejects trends, associated with young people with a nihilistic personality and little interest in social issues.

• HOW COULD THEIR PERCEPTION CHANGE AFTER THIS SHIFT?

By offering a strong and conscious personality through a strategy focused on the benefits of sustainability.

• HOW WILL THE BRAND USE THIS INFORMATION TO ADDRESS THE PROBLEM?

The brand’s information and personality will become increasingly interconnected with the user, making it easily accessible.

• WHAT DO WE WANT CONSUMERS TO THINK TO ACHIEVE OUR OBJECTIVE?

That by purchasing sustainably sourced clothing and accessories, they will feel comfortable and identified, while contributing to the cause

“From Rebel to Caregiver”

A change in a brand’s archetype implies a structural transformation, both internally and externally. Below are the actions and modifications involved in this shift, and how the brand’s personality traits are redefined.

NEW ATTRIBUTES

• Consideration

Externally, the consumer is our priority. We will use every available resource to support them and provide a familiar, approachable experience. Internally, support and flexibility are offered, recognising that employees have lives beyond work.

• Supportive

Both employees and consumers always have someone to rely on and be heard.

• Attentive

Recognises when employees work hard; rewarding their efforts motivates them.

• Transparency

Open to media, individuals, and organisations interested in understanding and sharing the brand’s internal and external philosophy.

• Committed

The first to step forward in supporting new ideas and strategies aimed at improving sustainability and consumer wellbeing.

• Helpful

Desigual is always open to new sustainable projects and willing to support their development.

• Protective

Cares for the planet both internally and externally. Advocates for fair employment and universal workers’ rights.

IMPLICATIONS IN EACH CONTEXT

• Physical retail space

A caregiver-oriented brand will strictly avoid the use of environmentally harmful materials. A zero-waste policy should redefine material sourcing and store layouts, incorporating second-hand furniture and recycled materials.

• Production

A zero-waste policy must be implemented throughout the entire production process — from labelling and packaging to printing and final product — using recycled resources or materials with minimal environmental impact.

• Visual identity

New eco-friendly spaces built with recycled materials will be used for events, reinforcing a sustainable approach. The new image will convey simplicity and closeness. The visual identity will be simple yet modern, with blue, white, green, and grey defining this new style.

• Verbal identity

The verbal language will be grounded in practical value, with a subtle emotional and parental tone, aiming to convey rigour and credibility.

• Communication

Communication will focus on raising awareness of the real challenge of tackling environmental issues. The tone will be friendly, positive, and transparent, ensuring clarity and effectiveness.

• Brand culture

Employees and all stakeholders must align with a zero-waste culture, environmentally conscious and committed to minimising harmful impact.

• Brand personality

Desigual is the brand that listens when you have a need — your trusted companion. It cares about you and ensures its products are sustainable and responsible. It is protective. It is zero-waste — aiming to “leave a mark without leaving a trace”.sin dejar huella”.

CONCLUSIONS

Changing a brand’s personality is not an easy task, especially when the contrast is so significant. A well-structured strategy — both in communication and across the brand’s infrastructure — will ensure that, through the right channels, the new archetype is progressively adopted and embraced by consumers.