International fashion brand Bruuns Bazaar came to Kontrapunkt in 2005 with their challenge—success and rapid expansion was making it hard to keep a coherent brand strategy. They needed help in shaping a strategy for the future, advice on brand architecture, a number of sub-brands and positioning, and a redesign of their visual identity to reflect the changes.

During the strategic phase, it was easy to see the overall brand would need focus—trimming of weaker styles such as “Swedish severe” and “lazy bohemian” in favour of a Scandinavian/international “relaxed elegance”. We also suggested reducing the number of brands to just two—Bruuns Bazaar and BZR—and redefined the visual identity for both. The design work extended to almost every aspect of brand communication, including trade stands, images… even clothing styles.

A focused brand strategy has made it easier for Bruuns Bazaar to wholesale goods to chains of shops worldwide—it’s easier for customers to understand what they offer and stand for. Their ongoing success means revenue continues to grow rapidly every year—from €8.6 million in 2007 to €11.7 million in 2008—and has put them in a position to buy other brands in these financially difficult times.

For further information, please contact managing director in Kontrapunkt Online Rasmus Bech Hansen