Fashion · Senegal · 2020 to 2021
Maison YOKK.
A Senegalese clothing brand, a story to tell the world. We set down its identity in a brand book, then wrote its 2021 communications plan.
- Client
- Maison YOKK
- Sector
- Fashion, Senegal
- Period
- 2020 to 2021
- Crafts
- Strategy, identity and design
The context
Maison YOKK is a young Senegalese clothing brand. In Wolof, yokk means “to increase”, “to improve”. Its whole ambition lies in that word: to dress young Africans as they are, in tune with their identity.
In late 2020, one question guided our work: how to establish the brand in the African market, and make it loved there?
What we did
First, the brand book, in November 2020. We wrote down what the brand believes and how it speaks: confident, enthusiastic, nonconformist. Then we set its visual signs: three versions of the logo and their rules of use, a colour palette, three typeface families, and four photographic worlds for its visuals.
Next, the 2021 communications plan, under a title that states the ambition: “Let’s tell the world our story”. In it we defined the core target, young African adults from the new middle class in the major capitals, and the voices that carry the brand: content creators, artists, cultural figures, media.
Finally, we divided the year into three campaigns, following the rhythm of the collections: “We are the Authentic Africa” to set out the brand’s values, “We are the Inspiring Africa” for the winter collection, “We are Crazy Enough” for the summer collection. For each one: a message, a tone, a publishing calendar for Facebook, Instagram and the website, and the voices to carry it.
What we take away
A brand that wants to tell its story to the world must first own it at home: the same colours, the same signs, the same voice, wherever it speaks.
Brand book (November 2020) and 2021 communications plan: mystiQ. Photo of the models on the plan’s cover: YOKK brand visual. Brand and visuals: property of Maison YOKK.
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