WIP! How to Transform an Eco Niche Brand Into a Global Fashion Player?
Client
Year
Since 2020
What we did
Scope
Overview
How strategic disruption and creative intelligence helped transform Armedangels from a niche sustainable brand to a modern, design-driven contemporary player.
Strategy
How do you transform and elevate a brand? Armedangels, a german sustainable fashion brand, approached The Gaabs wanting to change their overall visual language and product. Starting with reworking the graphic design and putting in continuous work on their ecom and campaign imagery over the last two years, The Gaabs created a coherent and aspirational overall appearance for the brand. As we elevated the look and feel it became clear the product needs elevation too. So since we re-defined the Armedangels look and developed a product strategy to transform the brand from eco niche to a global fashion player.
Armedangels breaks conventions in the fashion industry, inspires optimism, and makes sustainability an accessible and desirable choice for a global audience. Through bold campaigns, impactful collaborations, and a focus on quality, Armedangels aims to redefine how style and sustainability coexist.
Identity
We began with design. A refined but rebellious visual language that revealed the true heart of Armedangels.
Product Design
The product communication was elevated when it became clear that the current product couldn’t compete effectively, prompting a shift in focus. That’s when Gaabs was appointed to redefine the product, aligning it with the newly identified target audience. A product guideline was developed, recognizing that the target audience’s purchasing decisions are primarily driven by styling, followed by price, and then sustainability practices. To meet these expectations, we needed to invest in a contemporary look and move the product beyond the niche market to appeal to a broader, style-conscious consumer.
"If the collection needs to change – let's change it!"
Collaborations with Purpose
Product innovation can also be driven by collaborations, which infuse fresh ideas and unique perspectives into the brand’s offerings: For Armedangels, collaborations became a key strategy to infuse creativity into their collections while maintaining their focus on sustainability. A roadmap was developed to incorporate at least two collaborations per year, introducing limited-edition pieces that allowed the brand to stay relevant and continue evolving its product line.
Retail Experience
The challenge was to transform Armedangels‘ brand values into a physical identity, that is reflective of what Armedangels stands for. One of the most defining pillars – sustainability is expressed through an ambitious and innovative approach by architecture studio Estudio Diir.
To achieve this, the store’s identity is built around a balance of opposing concepts. The natural meets the artificial, the organic meets the sophisticated, warmth meets cold and light meets heavy.
Materialety reinforces these ideas. The robustness and imperfection of elements like stone, with the rough textures of surfaces such as the facade, interact with the refined technical sophistication of the display fixtures.
We believe retail remains the foundation of a brand experience, a moment where product and values come to live.
Campaigns
Campaigning and activism are at the heart of Armedangels‘ brand identity, and they play a vital role in shaping its relationship with customers and the broader world. Campaigns are not just about selling products; they are about raising awareness, mobilizing communities, The „It is Getting Hot in Here“ campaign is a prime example of how Armedangels merges activism with branding. This campaign focuses on the climate crisis, using powerful visuals and messaging to raise awareness about global warming and its devastating effects.
“Every campaign serves the purpose of desire and impact.”
