JIL- Wake a Sleeping Giant
Brand: Jil
Services: Brand Strategy, Creative Direction, Concept Creation, Product Design
The Challenge
JiL is a storied underwear brand in Egypt. Once synonymous with their main product, that cherished status reached by Kleenex and Xerox, Jil had lost its luster and approached us for help to reinvent the brand.
The New Market Reality
Compared to the brand’s heyday the market was now extremely competitive, challenger brands had been eroding Jil’s market share for years and were now established and entrenched. Kleenex status lost, Jil now largely resonated with 50+ year old males only. In a market where 52% of the population is under 25 years this was untenable.
The Value of Heritage
What is a 100+ year history to a consumer? In the absence of a consistent investment of ideas, energy, and marketing working budget a brand´s history is just a number. Jil wasn’t tangible, legible or relevant to the consumer they wanted to speak to. Their product range lagged where competitors were modern and agile. Jil needed a new plan.
The Strategy
Brand Reset
Mold the image of Jil into a contemporary force through a rebrand, new positioning, and new investment in DTC channels.
Design Overhaul
Find a new path centered on Jil´s biggest asset, its cotton jersey. Build out from classic modern silhouettes for adults.
Premium Umbrella
Engineer and exploit fabric innovation to elevate the brand and product offer.
New DNA
Accesible
Comfort
Premium
Innovative
Timeless
Design and Development
The new collection transformed the DNA from words on a page into a beautiful range of modern loungewear and underwear for men and women.
Cotton as the Concept was the creative direction for the season, and comfort was the mantra. All core products were designed from scratch, and developed through extensive fittings rounds. The core underwear fits were supplemented with new pajamas and loungewear for both men and women.
Colors and graphics further delineated the arrival of a vital new Jil. In addition to modern plaids and checks the new logo was incorporated into jacquard waistbands of both men’s and women’s products.
Bringing the New Brand to Life
Having developed the new brand strategy, set the concept, and designed the product range it made sense for us to also take the lead on the campaign to launch the new brand. We wanted to zero in on what Jil offered consumers, and what role it could once again play in their lives.
Solution: Unify Brand and Product
The challenge of a full relaunch of a legacy brand is significant, but ultimately directly proportional to the client needs. At Casa CPM we customize our services according to where you are at, and what your business needs. Whether you have a brand with a storied legacy, or you´re about to meet the marketplace for the first time we have the tools to help.