BRANDING
A distinctive style on and off the board
Client
Caro Kann
Services
Brand narrative, Tagline, Copywriting
In collaboration with
Isbert Studio
The Challenge
Caro Kann is the first fashion brand for chess fans and players. All of its designs are paid for, but for some, you also need to prove a certain chess level through a chess micro-challenge. The challenge was to communicate this disruptive proposition without losing the sophistication of the game or the aspirational nature of fashion.
Rather than focusing on the gamification mechanics, we chose to explain the intersection where the brand sat by clearly defining its territory.
We created a narrative that brought together the worlds of chess and fashion, referencing the rational elegance of many moves on the board. With this aesthetic-driven discourse, we created a tagline that summed up the challenge of earning each look: Check mate, style.
We also created copy that has been used in designs.
Why does it endure?
Because we established, through the narrative, a check to the status game through fashion. Through branding and a strong brand strategy, a brand like Caro Kann goes from being a simple combination of two concepts to becoming a story to tell. In fashion and chess, trends and styles come and go, but it is always possible to achieve victory through beauty.
