Boxfresh

For our University summer project we had to take two brands from the Pentland group and swap expertise between the two. I love the way Berghaus have a clear brand identity, through their brand values, quality and technology they use. They then continue this through all their promotional material, resulting in a coherent brand message which is consistent throughout. I chose to work on Boxfresh, and make them an expert in their own field, as the innovators of youth culture, promoting a British way of life spanning over two decades.

I felt they didn't live up to their brand values and ethos, they say they were born out of this hedonistic generation from dubstep, drum and bass, acid jazz and the UK grime scene, but they don't seem to be following their own brand ethos. When I think of youth street culture in the UK, I think urban, cool, edgy and original, not the clean cut - almost there image they seem to be portraying through their website images.

You don't feel their presence on the Highstreet or through word of mouth, which is a shame because the brand seems to embody British culture, especially through their blog, which highlights up and coming acts and dj's from the UK.

These are just some of the material I came up with for this project. I produced mock up advertising for Boxfresh, making their advertising more fun, cool and British will highlight their brand values and how much expertise they've got in the Streetwear market. They say very proudly, 'we are the British Steetwear originators', so the public need to see this. I think a strong advertising campaign is a great starting point for the brand, it would gain public interest and hopefully make them see what Boxfresh is all about, a LIFESTYLE brand that British youth can aspire too.