Background: Pelican today is a fast-growing Russian fashion brand that started in 2002 mainly as a manufacturer of knitted underwear and home wear. Due to a very good quality-price equation and smart management the business has grown fast to 4 collections a year containing everything knitted from children socks to female skirts and nation-wide distribution coverage.

Agency task: In 2008 when the company founders came to

TBWA\MOSCOW it was the time to invest into brand-building and identifying its future development. We received a mandate to create strong brand positioning and to outline its marketing and communication future development.

Process:  As a first step we conducted a Disruption Day where together with the client we studied deeply conventions and stereotypes of the category and identified the new Vision for Pelican.

Decision:  Once the Vision and Brand Idea are clearly articulated it becomes possible to build the system of Brand Belief. We have created Pelican Brand Manifesto – the inspirational rallying cry for the whole company and the best way to introduce the brand to its consumers.