Firetrap sparks branding overhaul

Youth fashion label Firetrap is to embark on a £3m branding initiative which will include a revamped identity and the opening of its first dedicated store in August.

Firetrap has been working with Dry Communications to refine the brand strategy, logo and to create a ‘deadly gnome’ mascot. Architect and interiors consultancy Brinkworth is leading the store design.

A global campaign will attempt to shift perceptions of the clothing brand from its skater image towards a ‘progressive global jeanswear brand,’ says Firetrap’s communications and marketing manager Carlos Singh.

‘We also found that perceptions of the brand differ across the regions. It is seen as a premium brand in the north, but less so in the south. We are trying to change [that perception], as well as create one message globally. We place ourselves at the upper end of the high street brands,’ adds Singh.

A 280m2, two-floor store in London’s Covent Garden will open to coincide with the global marketing push. The Brinkworth-designed space will feature ‘rough’ materials, including wood boarding and concrete slabs.

Dry won the branding business following a four-way, unpaid pitch, while Brinkworth was appointed to the work following a three-way, unpaid pitch.

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