Freelook began as the manufacturer of premium kidswear, and later diversified into premium men’s and women’s clothing. Even after sustained marketing efforts, the brand continued to be perceived as the kidswear brand in the mind of the consumer. The agency created a brand architecture that made Freelook more appealing to a wider audience. From the product philosophy of being ‘Comfortable yet stylish’ a new brand platform was derived with the sign off, ‘feel good, look good’. A 360 degree approach was adopted o synergize the consumer experience through brand communication, retail outlet environment, brand merchandize and website.
