Status had become stale, irrelevant and associated with an old consumer. We were tasked to give the brand a total make-over in order to appeal to a young, trendy, urban male audience, and inject the brand with a uniquely African element.
New look Status is defiant – throwing out all expected category cues – and displaying powerful African-inspired patterns – unique to each scent. The architecture and messaging emulate that of the cologne/perfume industry – allowing Status to own its a key differentiator within the category.
The brand has successfully shed its safe, traditional and stale brand image, and now effortlessly appeals to an entirely new consumer set..