“We asked, ‘Do we fully rebrand? Or do we take what worked before and re-imagine it to make it even better?’” asked CEO. “The latter is we change the perspective that we took and the way that we approach.”

Messi Jeans (MJ) was completely changed to be a lifestyle-focused fashion brand. This change comes in a clear way from the surface level to the brand tone. It has been transformed into a message of empowerment — the idea of giving everyone the confidence to express their true selves. Brand Intheblack researched the market to propose a creative approach for MJ – a brand that stands for “confidence”. A new brand system was designed that communicates about “the confidence” that MJ wants to give to their audience as a lifestyle, not a state.