Grajo: Asap launches new fashion brand from football star
The agency Asap | Alder Strässle and Partner was responsible for the brand launch of Grajo, the new lifestyle brand co-founded by Granit Xhaka, the Swiss soccer star and captain of the national team, and designer Jojo Ucan.
The project began in the late fall of 2022, just weeks before the World Cup in Qatar. The task was to develop a brand that reflected the unique personalities and individual tastes of both founders. At the beginning of the project, market analyses were conducted to gain a comprehensive understanding of the target groups. Based on this, a clear brand strategy was developed that incorporated the visions and values of Granit Xhaka and Johannes Ucan.
After research and brainstorming sessions, the choice fell on the brand name Grajo. This name is meant to be more than a combination of Granit and Jojo's first names. It should represent the combination of their values and visions and stand for a fusion of individuality, style and creativity. Grajo is meant to combine the dynamism and strength of character of Granit Xhaka with the elegance and fashion sophistication of Jojo Ucan.
Subsequently, the brand design was developed. The heart of this appearance is the logo, which symbolizes the close cooperation and friendship of the two founders. It is composed of stylized initials of the first names, which form a harmonious unit and reflect their fashion concept "two pieces".
The first launch campaign was realized in two photo and video productions, which took place in London and Zurich and also featured Brazilian national soccer player Gabriel Jesus as a model. With a modern, user-friendly online store and a pre-sale PR phase orchestrated over several weeks, including a placement on the front page of 20min, the brand was launched on September 28, 2023 and shared on social media by well-known personalities from sports, music and fashion.
Responsible at Grajo: Granit Xhaka, Jojo Ucan (Founder & Designer) Tizian Scheidegger (Founder & VR), Lukas Gümüs (Design & Styling). Vresponsible at Asap| Alder Strässle and Partner: Ramon Alder (Creative Direction and overall responsibility), Nico Strässle (Project Management), Florian Bieniek (Creative Strategist), Lena Altorfer (Strategy), Ian Spahr, Lukas Wietlisbach (Graphic Design & Art Direction), Gianni Peng (Photography Key Visuals), Manuel Eichmann (Photography Product Images), Candice Lo (Videographer) Ed Phillips, Aurelio Ghirardelli (Lighting). Responsible at Zumo Studios: Dimitrij Tonet, Ivan Putincanin (web development & Shopify experts).
