Shifting the perception of Celio from a retailer with a promotional approach to a “smart” brand.
Creating a full unique brand platform to renew the positioning & key brand messages to create a differentiating territory for France and international.
Being more relevant in all touch points and creating a true relationship with consumers.
The core business of CELIO is fashion for men - with accessibility to products and prices through a strong retailer approach.
With years, the retail environment of the brand has blurred all its “partis pris” in terms of values, messages, link with consumers and style.
AIR PARIS developed a full ecosystem with the central idea of “Life. Enjoy.” creating an optimistic world in line with the aspirations of young men – an accurate depiction representing modern personalities, attitudes and key products.
From a global brand strategy to a total rebrand of corporate statements and promotional activities such as videos, e-commerce tools, global consumer experiences and more, CELIO showcased a new vision of fashion focused on educating the consumer and opening a long-lasting brand story with more proximity and aspiration.
This complete approach also allowed to position CELIO CLUB (vs CELIO) with its own and specific territory and communication.
Global strategy – Global identity - Visual territory – Global Communication – Edition – Digital – E-commerce – Shop and window.