CPS Chaps
8 inc.
2018-2019
CPS Chaps is one of Thailand’s oldest and best known fashion brands. 8 inc. was brought on for a holistic revamp of the label which included: conception and design of a new flagship store, brand positioning, communication design, and in-store purchase experiences.
Our approach was to unpack the brands connection and affinity towards cultural imports like American Rock-n-Roll, and to fuse that spirit with values that are uniquely Thai.
What resulted was a new bold vernacular for the brand, based on the concept of “Raw and Real”; Raw emotion and authenticity being values that transcend the fickle nature of fast fashion and root the brand in personal expression and style... not trend.
My responsibilities:
Conduct market and audience research
Co-Facilitate leadership workshops
Crafting brand positioning
Experience design
Creative direction for brand relaunch
Defining strategic marketing opportunities
Our approach was to unpack the brands connection and affinity towards cultural imports like American Rock-n-Roll, and to fuse that spirit with values that are uniquely Thai.
What resulted was a new bold vernacular for the brand, based on the concept of “Raw and Real”; Raw emotion and authenticity being values that transcend the fickle nature of fast fashion and root the brand in personal expression and style... not trend.
My responsibilities:
Conduct market and audience research
Co-Facilitate leadership workshops
Crafting brand positioning
Experience design
Creative direction for brand relaunch
Defining strategic marketing opportunities