When a legend gets old, it often became a nobody. 

Betty Smith | Rebranding

/Challenge
Betty Smith was once a legendary denim brand in Japan, who created the first jeans for women in the 70s. But as the time goes by, its splendid past is forgotten. What is worse, when we present the classic logo to Gen-Zers in the focus group, they feel it is not for them.

Why not? We ask.

“It is a woman brand?”
“The logo seems old-fashioned.”
“The lady's smile is a bit weird.”


/Strategy
The identity is strong, but too specific. Specific is good in some cases, yet for Betty Smith, it sent too many misleading signals to the audience that turn them down.

So, our renewal direction was clear: Distils and symbolize. We want to keep only the playful elements of the existing logo, and present it in a more abstract way.


/Creative
The soul of the illustration is the red Afro that captured the colourful personality of the brand. Then we just simplify the rest and make the key element pop.

As for the finishing touch, we intentionally added the trademark to add credibility and make it looks like sweating from far :)

SS2022.


Communications.


FW2022.