How we brought a French heritage hat brand to the Easter Asian Market

client

Crambes

role

Influencer & Celebrity Marketing , PR, Digital & Social Media Marketing,

recognition

year

2021

Launch Project

Project Summary — Crambes:

We led a full-scale rebranding of Crambes, a historic French hatmaker, repositioning it as a modern luxury label with global relevance. Our work combined market research, design strategy, and regional marketing activations, leading to distribution deals in Korea and strategic negotiations across Japan and China. Crambes is now featured on Netflix, worn by K-pop icons, and poised for a major relaunch in Summer 2025.

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Client Case Study:

Objective

To reposition Crambes as a modern, aspirational luxury brand and develop a comprehensive strategy for market entry into Asia, specifically targeting Korea, Japan, and China.

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What We've Done:

1. Rebranding & Identity Design

We redefined Crambes’ entire visual identity, modernizing its image to attract a younger, wealthier demographic in Asia while preserving its French artisanal heritage.

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2. Strategic Market Study

A complete analysis of the Asian luxury market informed a targeted strategy, guiding design decisions, campaign planning, and platform positioning.

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3. Marketing & Communication Strategy

We developed both short and long-term marketing plans tailored to the digital ecosystem and consumer behavior in Eastern Asia — including influencer campaigns, digital PR, and strategic partnerships.

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4. Regionalized Creative Campaigns

Designed a brand-new hat collection inspired by current Eastern Asian fashion trends
Produced a full 360° campaign photoshoot in Seoul
Managed Kakao and Naver accounts for local market integration

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Results:

Distribution:

Korea: Secured long-term distribution contracts with Musinsa and several luxury boutiques in Gangnam

Japan & China: Ongoing negotiations with high-end distributors and concept retailers

Brand Visibility:

Netflix Placement: Product worn by a contestant on Single’s Inferno

K-pop Integration: Collaboration in progress with a high-profile K-pop artist

Social Media Strategy: Rollout of influencer and celebrity campaigns for organic visibility and aspirational branding

Next Steps:

Official Summer 2025 Collection Launch

Brand awareness campaigns in Asia and Europe

Celebrity and influencer marketing to maintain cultural relevance and desirability

Conclusion:

Through strategic storytelling, regionalized creative direction, and a deep understanding of Asian consumer behavior, we’ve elevated Crambes into a culturally relevant, globally positioned luxury brand. The foundation is now set for long-term international growth and brand desirability.