‘Perfectly basic’ also provided the right tools for a clear design language and tone of voice. The Young developed a campaign idea that expressed the new positioning to No Label’s fans: Boring basics. No fuzz, no pretensions. It’s time to put everything else front and centre: the lifestyle, great hairdo’s, that other great sweater, the people. Boring is affordable, which means the budget will leave enough room to purchase that one beautiful design jacket.
No Label is currently continuously optimising its brand experiences via different channels – like website, stores and social media – to fully take advantage of the new claim. Continuous reviews push the company and its offerings forward.