No shame club — Creative System Repositioning

A strategic transformation of the brand’s visual and narrative system to ensure stronger resonance with a younger audience — while preserving its core values and distinctive DNA. The new direction amplified inclusivity, emotional relevance, and cultural depth, brought to life through the bold manifesto: No Shame Club

Creative System:
— In-depth cultural and audience research, including customer insights and internal team alignment
— Development of the No Shame Club concept and manifesto as a central positioning driver
— Full redesign of brand identity, visual language, and storytelling framework
— Production of inclusive campaign, lookbook, and UGC content system to embody the new message
— Migration of the e-commerce platform to Shopify to elevate UX and enable scalable growth of the creative system
— Creation of keep — creating curated space for emerging creators to reinforce the campaign’s cultural and community impact
— Comprehensive multi-channel roll-out across e-commerce, social, influencer, and community layers