Brandpulse rebrands the Brax clothing brand
Brax has set itself the goal of becoming "Europe's leading trouser specialist with comprehensive outfit expertise". As part of this, the Brandpulse agency has developed a rebranding for the German fashion brand.
Since its beginnings as a trouser specialist, Brax has developed into a successful casual fashion brand. Brax's brand identity was to be revised for future growth. The aim of the rebranding project with Brandpulse was to make the Brax brand relevant and attractive to new and younger target groups. The agency developed a new logo and a comprehensive rebranding concept.
Product branding with branding code
Following the development of the new brand image, Brandpulse prepared the product branding in a workshop with 20 Brax product development managers: The objectives of the brand within the various product groups were defined. From the results, Brandpulse derived a guideline for the branding implementation on the products. In addition to the new logo, a branding code was also developed based on the colors Dark Grey, Riviera and White Sand.
Implementation at the POS and in interior design
Brandpulse also created mood boards to visualize the look and feel of the new brand, which serve as the basis for implementation at the POS and for the interior design. Together with rules for POS communication, this should enable a comprehensively consistent brand presence.
"After 25 years, it was time to take a close look at the appearance of the Brax brand. The new logo, the branding code and the guidelines for product communication and for the design of our own stores and retail sales areas will ensure a consistent brand image in the future," says Marc Freyberg, Managing Director at Brax.
The rebranding will be introduced gradually by Brax and will be visible everywhere from January 2025 when the spring/summer collection is released.
