Identifying a need for value fashion to push the boundaries of aspirational and trendy apparel, twenty4 sought to target a growing niche a thriving market. Launched in October 2013, the brand offered a fun, energetic, and trendy brand that speaks to the young and young at heart.
Orangerie’s task was to develop the brand on its ambitious promise to facilitate a 360-degree approach to the communication incorporating traditional media and an eclectic blend with new media. The handwriting for the brand was developed and created by the ‘young at heart’ team at Orangerie. The challenge was to give the brand a personality and look & feel that was distinct from REDTAG.
After the initial launch in Abu Dhabi, twenty4 has been steadily gaining consistent momentum throughout the GCC, with Orangerie developing all marketing material in print, electronic and in-store channels. A big driver in the campaigns is the use of new media. Within a short span of time, the brand has a conversation going on with its target market through various social media.
Currently, twenty4 has a presence in Bahrain, Kuwait, Oman, Qatar, UAE and KSA. The expansion in each region shows definite intent to rise to prominence with Orangerie spearheading the marketing communication.