Bewakoof Brand Brief

BRAND PERSONALITY
BEHAVIOUR
STORY
Brand Onion
Youthful –
Friendly Trendsetters,
fresh, free Expressive
OUR CHARACTER Creative
Fun
Focus on the lighter side
OUR DIFFERENTIATOR of things
Fashion that is for the youth

OUR COMMITMENT 1. In Trend, 2. Affordable
Be the coolest youth

OUR BELIEF brand in India
OUR “I shop to make my own statement in the crowd, and I need to

AUDIENCE INSIGHT be current, be important and be a part of something bigger!”
Our Brand Personality
We are Youthful We Look at the Lighter-Side

Bewakoof was started by young founders, for the young, and the This world is crazy! The only way to get through it, is not to take it
young at heart. For us being youthful is not about age—but it’s too seriously. No matter how serious, boring or drab the situation,
about living in the moment, seeking the freshest ideas and having we always find the silver lining through optimism, wit & a laugh.
the freedom to express our ideas.
We’re Friendly
We are Expressive We are good to hang out with and have your back—that’s what
Being neutral is not an option, if you care about something you will friends are for. Whether it’s our communication or customer care,
have an opinion on it. We are expressive, because we are engaged how we make sure all interactions are warm, fun and helpful.
and involved with the world. So everything we do is a statement—it
has a viewpoint, emotion and meaning.
We are Creative
Why do it if it’s been already done? We are constantly finding new
and ‘our’ way to do things, from internal processes to product
design & delivery. By doing things differently from the get go, we
believe we can create truly novel experiences.
3
Our Brand Behaviour
DO DON’T
Be Fresh & Relevant: Blend In:
Fresh and relevant is how we stay young, always. Our products are never “me too” versions of something
that is trendy/popular. We always try to have our unique
As soon as we see something gaining traction online or on the streets, we make sure we address it take on things.
through our products. Eyes & ears open all the time.
Compromise:
Being relevant means that we are in touch with the pulse of the country & world—so we act with Whether its the quality of our products or the
that knowledge and make our choices. Like our efforts to include sustainable practices. delivery/service experience, we never cut corners to
achieve a lower price point.
Find the Lighter Side:
Find the lighter side of things—even those that may typically be seen as serious or boring. This is Patronise:
our way of making our mark. We treat our customers like peers, and even when
imparting information or introducing a new
Deliver Delight: product/idea, we never condescend or talk down to
Find ways of maximising the experience & delight we offer our consumers—whether its our them.
products, their packaging or daily engagement through content. For each touchpoint we explore
how it can move beyond the ‘expected’ or the norm.
Be Open & Friendly:

Whether its social media or customer service, we are always approachable and never intimidating.
We express our opinions but also make space for other viewpoints/perspectives.
4
Our Brand Story
For far too long, the world has set rules We created Bewakoof as an open alternate
about what is proper, normal, routine, space, for the young & the restless.
acceptable, and what is not. There’s room to look at everything
differently.
And for every voice that questions or laughs There’s room to share.
at the norm—the world blind to its There’s room to provoke, love, laugh.
superpowers, dismisses it as bewakoof or There’s room to experiment, and fail, and try
silly. something new again.
Without judgement.
But these are the voices of a new world,
where free thought and expression will Bewakoof is a statement of creative &
change status quo. expressive freedom—wear what we think,
how we feel—right here, right now.
The world needs more Bewakoof-ness, and
this is why we exist, since 2012. Part brand, part keeda, and all heart.
—
5
Deliverables
 Brand Logo Refresh Options
 Brand Design & Communication Toolkit

across:
 Social Media Campaigns
 Homepage
 Communications
 Online Ads
6
BRAND

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What are the core elements of Bewakoof's brand personality?

How does Bewakoof describe their brand behavior?

BRAND PERSONALITY

Fashion that is for the youth

Be the coolest youth

OUR “I shop to make my own statement in the crowd, and I need to

We are Youthful We Look at the Lighter-Side

Be Open & Friendly:

 Brand Logo Refresh Options

 Brand Design & Communication Toolkit

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