Bold Not Old
Brand Strategy
Target Audit
Verbal Identity
Bold not Old is a fashion and decor second-hand brand from Brazil.
SERVICES
CLIENT
THE CHALLENGE
The main challenge with Bold Not Old was to understand the brand essence and define precisely its targets - since they buy and sell preloved fashion and small decor items. Also, the brand needed to present itself as an accessible second-hand store that also sells luxury items on the Brazilian market.
THE SOLUTION
A solid brand strategy was developed through a firm tone of voice attending to both sides of their audience. A deep resale market research was made to understand global trends, target primary necessities, also, discover new opportunities for the brand.
To keep it consistent, the brand needed to stick to the middle point between its talent and also the audience's primary necessities. A brand persona called Olivia was created, who has her own view on understanding and navigating the world.
The name “Bold Not Old” lead to an antagonistic perspective. This brand could not be conventional. Curiosity, creativity, and sociability were personality concepts that helped in the brand-shaping process. The Creator was set as the main archetype - configuring its expressiveness, imaginative and intuitive character, while Everywoman (Everyperson) archetype represents the sense of trust, community, practicality, and relatability. BNO is where you can find inspiration, good information, and amazing second-hand products.
BRAND ESSENCE
There are two main audiences that had to be dealt with: who sells and who buys Bold Not Old. The first group was divided into two: women who are used to selling clothes that don’t fit their style anymore and women that buy so many clothes that can’t use them all and need to release them from time to time and its ready to start reselling. The buyer group was also divided into two: fashionistas that are always looking for the next hot piece and those who are more conscious of having more second-hand clothing while dreaming to have a statement piece that they couldn't afford a brand new.
TARGET AUDIENCE
Photos: MM Conteúdo Criativo
Part of the Strategy Document
BNO is about the courage in being authentic - “Bold as you are” fits like a glove when it comes to the brand’s purpose. Their tone of voice followed along on being original and direct: “Bold as you are”, “Born Bold”, and “Be Bold, Be You” are just a few examples to translate its intention.
A manifesto was made to inspire its audience and also their team on engaging in its cause:
"Follow your intuition, live your creativity
Combine what doesn't seem like a match,
Change things around
The new for the old, the old for the new
Everything is a matter of perspective
Find the special,
Transformative and cyclical,
What truly represents you.
Bold as you are.”
