ChŌYAKU: High-TECH FASHION FOR A DEMANDING WORLD

The Challenge

Chōyaku is a premium offshoot of Asia's leading Koreo Domme® fashion collective, dedicated to luxury women's hosiery and undergarments. With fierce competition from established brands, Chōyaku's international debut required a solid reputation at the height of their engineered fabrics and quality, from which to build a new, appreciative customer base.

Our Strategic Brand Design Approach

Chōyaku broadly encompasses various meanings which approximate to leap, jump, bound or skip. Taking this as the central theme, we sought to distinguish the brand from competitors and lesser rivals (who often flood the market with lower-quality goods and unsubstantiated claims). 

Transposing visual cues and colour codes from the IT and Technology sector to the fashion world, we intentionally broke with established "norms" of warmer hues or plain-white product shots. Using a bespoke high-frame rate photoshoot featuring La Sirene model agency,  we created a moody but confident atmosphere in which to develop the narrative, while directly featuring the products.

Driving Global Brand Visibility Through Creative Marketing

A first social media campaign was devised to maximise the relatively small screen sizes of viewers by minimising clutter and providing a direct focus on the garments in use. Keyframes were extracted from footage to create a constant scroll animation (which would occur when the user held down their finger on the post to flip through the 'carousel'). As word spread of this effect, posts attracted far more engagement than videos or static images alone, with repeat viewings and exponential sharing. A second campaign featured a more classic catalogue view, recreated with the same colours and atmosphere, which reflected website branding and offered direct-to-consumer purchase options within the app.

Brand Transformation Results

Our creative execution boosted international recognition, positioning Chōyaku as a premium brand with an unexpected but unique visual style that has been extrapolated to other clothing lines within the group (hats and headwear). Beyond measurable brand perception and market share, the campaigns established a first for the launch of a premium Asia-Pacific brand in terms of in-app direct sales and subsequent in-store demand.