The days when sneakers were just functional and comfortable are gone. Nowadays, in addition to becoming pieces of art, they express individuality and personal identity through fashion. Today, sneakers come in a variety of shapes, colors and finishings that bring endless uses to contemporary consumers. Worn by everyone, sneakers are part of our culture.
In the case of resellers that work with tennis brands, they need to make their partner brands attractive to their clientele; for that to happen, they need to walk side by side with these brands and their constant innovations.
Danki is a tennis and clothing brands reseller, which was in an outdated position in the market, where, either in its communication or its visuals, it couldn’t talk to its target audience or convey the boldness of the brands with whom it worked. Operating mainly in São Paulo, with more than 10 stores and 9 years in the market, how is it possible for Danki to keep up to date with today’s creative modernity?
Our challenge was to make Danki meet and correspond with today’s current values, without losing its essence. A company that authentically supports brands of different styles needs to communicate with its young, demanding and restless audience on an equal basis, in order to build a close relationship with them that is consistent with market trends.
In order for Danki to follow this new path, we worked together with the company’s directors to implement a new positioning and visual identity. The conception was a new Danki, aimed at being a modern, young and full of attitude company.
We’ve built a simple identity system with great intensity in photos and shapes that enhance the diverse narratives of their brand portfolio, along with an extensive color range. We created the tagline “YOU MAKE THE WAY” that reinforces this whole new moment, especially the individuality and boldness of the brand’s audience, showing that Danki walks side by side with you, regardless of your style. We also brought the photographic direction to the campaigns and brand actions; everything that was missing for Danki to be able to have personality and coherence at different times.
The result was a brand that is close to its consumer, speaking in an engaged way in constant movement, following trends and bringing attitude and sophistication. After the project, the company has grown a lot in recent years, has been super accepted by consumers and has opened more than 11 new stores.
Danki always walks by your side, but you decide the path.