Kekäle Buy Less, Wear More
Finnish fashion retailer Kekäle set out with an ambitious goal: to become the best known and most responsible clothing and fashion chain in Finland – and challenge its gigantic international competitors. IVALO took on the challenge with the requisite passion.
The first step was to resolve how to sell clothes without becoming part of the textile waste problem plaguing fast fashion. In addition to core messaging, the brand look needed a clarification. The shared journey began with a brand workshop to uncover the meaningfulness shared by Kekäle and its target groups. This was crystallized into an Emotarina story and implemented with extensive visual rebranding.
Along the way, Kekäle’s brand promise took shape and became ‘Buy less, wear more.’ It conveys Kekäle’s philosophy: rather than move as many pieces of clothing as possible, move high-quality clothes that endure and bring joy for years to come. If you don’t hoard clothes to fill out a closet but buy them because you love them and want to wear them regularly, it’s a win for both your wallet and the environment.
With the core of the Kekäle brand identified and honed to crystal clarity, we translated the brand story into a consistent customer experience across touchpoints – from stores and newsletters to advertising and the loyalty programme.
We also created a new model for continuous marketing, replacing separate campaigns with recurring concepts. This streamlined monthly production, reduced the amount of work required and made the overall brand experience more consistent.
With Care In Mind is a monthly collection of clothes from current trends and selections curated by Kekäle.
With the help of the Ihan Uutta concept, customers are shown that these clothes are brand new in Kekäle’s selection.
Kekäle’s selections have clothes from over a hundred brands. Kekäle 💚 is a concept that highlights trendy, responsible, and otherwise interesting brands.
The collaboration extended from brand strategy and identity to the everyday customer experience. Together, we developed Kekäle’s loyalty programme and its customer touchpoints, brought the traditional customer magazine into the digital world, and worked on different service and product developments. We also co-produced content for the social media concept we created and developed marketing measurement.
What started with clarifying the brand grew into a consistent way of bringing it to life across the customer journey.
