“We asked, ‘Do we fully rebrand? Or do we take what worked before and re-imagine it to make it even better?’” asked Mr. Cao Son, Messi Jeans CEO. “The latter is we change the perspective that we took and the way that we approach.”

Messi Jeans was completely changed to be a lifestyle-focused fashion brand. This change comes in a very clear way from the surface level to the brand tone. Its tone, once cheeky and fairly smutty, has been transformed into a message of empowerment — the idea is that Messi Jeans giving everyone the confidence to express their true selves. From this idea, Brand Intheblack started to research and analyze the market to propose an optimal creative approach for Messi Jeans – a brand that stands for “confidence”. A new master brand system was designed that communicates about “the confidence” that Messi Jeans wants to give to their audience as a lifestyle, not a state.

A new brand master and identity were designed to consistently communicate with the target audience about only one thing: “Messi Jeans not only sell products but also convey a confident lifestyle and positive attitude to life no matter who you are and what you do.”

The new identity system focuses on the “MJ stitch”, a graphic language inspired by the creation of jeans from denim. A moving stitch that constantly appears and adapts in a natural way – as a visual metaphor for the most important element to create fashionable and qualified jeans. Like the way we use stitches to create jeans from denim and beautiful designs, everyone is potential and they need the confidence to express themselves with their own potential. We sell confidence, made from scratch.

After launching a new identity system, Messi Jeans CEO judged that our new creative approach was successful in conveying to their customers the change of the brand. This success helped the brand receive widespread acceptance from the market and grow brand awareness, especially on digital platforms.