In the past year, the pandemic has hit the markets hard and consumer behaviour has changed rapidly. In a matter of days, everyone was staying at home and regular business attire was exchanged for cosy pants, simple t-shirts and yoga pants, and to be honest, everybody liked it. Within months, everyone was talking about a new style of clothing which is both super-practical and utterly fashionable. This new category of fashion that was growing in popularity merged the words athletic and leisure, and a new word was coined: athleisure. The relaxed and cool style that blends sportswear with fashion and everyday outfits became not only comfortable – it also became chic.
This was when we were approached by a group of entrepreneurs from the GCC area. They came to us with the idea of bringing popular activewear brands closer to GCC’s online shoppers to fill lots of gaps they had noticed in the market. The idea was to create a service that brings famous athleisure brands closer to Middle Eastern customers, providing fast delivery and exceptional customer care. They also wanted to create a unique online marketplace where buyers could order activewear items without added shipping costs or the excessive margins of high street stores, and with a delivery service of no more than three days. They called it Flain.
Defining a brand’s positioning is crucial because it serves as the backbone for developing a business direction, a marketing message and an overall identity for the brand. When we are talking about retailer brands, things can get a lot more complicated because a brand’s identity and positioning can get lost among all of the supplier brands that are offered and become misunderstood or, in the worst case, invisible.
This is exactly what challenged us when creating a unique identity for the Flain brand. It was not just about finding a unique brand story; Flain’s visual language had to work as a framing for all of the suppliers’ brands, in addition to being distinctive and delivering a coherent and straightforward message.