i bag u
Industry:
Fashion
Project Type:
Market & Audience Research, Brand Strategy, Positioning Recommendations, Storytelling, Social Media Calendar, Website Design, Influencer Marketing Campaign
Client Size:
SME
Challenge:
i bag u, an eco-friendly brand based in bustling Bangkok, is on a mission to turn a "beautiful mess" into a sustainable fashion statement. Each i bag u product replaces five plastic bags and is crafted from discarded fabric. The brand was launched in 2018, a pivotal moment when many Thais were unaware that their nation ranked fifth in global plastic waste contributions. The brand faced a dual challenge: consumer education and sales expansion. The brand needed to educate consumers about the environmental impact of plastic waste while making its identity relatable. How could i bag u successfully kickstart its brand in Thailand and simultaneously expand regionally, capitalizing on the growing global trend of eco-consciousness?
“We hope this bag brings values to consumers and changes the way people think about environmental problems.”
Outcome:
Refining Identity and Character: The first step involved refining i bag u's identity and character. The brand needed to convey its message effectively—bags for a beautiful mess—while maintaining an eco-friendly and chic appeal.
Influencer Marketing Campaign: To raise awareness and create a buzz around the brand, we initiated an influencer marketing campaign. A hundred individuals from the creative industry showcased their commitment to the environment by using i bag u's iconic bags. This approach effectively communicated the brand's ethos while making it relatable and fashionable.
Design Award and Global Exposure: As part of our strategy, we submitted i bag u as a brand founder to a prestigious design award. The recognition not only boosted the brand's profile but also resulted in domestic and international exposure. It was a turning point when international sales began to pour in.
Over 1,000 bags were sold:
A portion of the profit was dedicated to supporting SOS, a non-profit organization rescuing and distributing surplus food.
i bag u succeeded in educating consumers about the plastic waste issue in Thailand and the brand's role in addressing it.
The brand not only thrived domestically but also gained recognition on a global scale (Milan, Taipei, Vienna, Chiangmai, and Bangkok)
Credit:
Image courtesy: Vincita, i bag u