Transform negative perceptions of the Jacamo brand from being the butt of everyone's jokes about fat blokes, to a credible outfitter for men of all shapes and sizes. In a nutshell - take the brand from zero to hero.
We had to start again - from scratch, authoring a new brand strategy, brand book, visual identity, tone of voice. Everything was re-imagined.
We re-positioned Jacamo as "Outfitters For The Real Man (from S to 5XL)'. A versatile brand platform that allows Jacamo to operate as the ultimate wingman for men who don't really care about clothes, but still want to look and feel great.
We created the ‘Jacamo Real-Man Manual’ to lay down in black and white (literally) all those nitty-gritty details of the brand’s reinvention. The manual combines our new, humorous tone of voice with a series of comical illustrations to create a brand book that inspires and entertains in equal measure.
To keep the Jacamo voice in full flight, we needed to expose it to our real men. What better way than on Dave TV, and a sponsorship of Driving Entertainment? Twelve animated illustrations were created and they went down a treat.
We developed a holistic and premium art direction style that influenced Jacamo's entire approach to photographing both models and clothes.
A detailed set of guidelines were created to inspire and instruct future shoots from outdoor lifestyle to studio product details.
Illustration has proven to be a brilliant communication tool in bringing the Jacamo brand humour and personality to life.
We've commissioned a suite of illustrators and animators to get the Jacamo message out across a range of media from TV spots to social and beyond.
Jacamo men and the women in their lives want a straightforward shopping experience. Through playful photography, modernised layouts and considered copy, we captured the brand ethos and created a website that’s relatable, engaging, and simple.
Freddie Flintoff is more than just a pretty face for Jacamo: he offers his own range of clothes too. We wanted the ‘Flintoff’ brand to reflect the man - stylish, contemporary, and manly.