FUNKE
In 2020, in the midst of the Covid-19 crisis, Beninese photo model Pamella decided to launch her brand Funkè Fashion House (Funkè). However it was not successful, the brand was struggling to take off. as it was impossible for the consumers to feel aligned with the brand’s values.
- Brand Strategy
- Brand Identity
- Social Media Strategy
- Photography & video
The Shape
Funkè works with woven Beninese loincloth, handmade ancestral know-how. The brand makes outfits for everyday life, combining the loincloth with other modern and easier-to-wear textiles.
The Process
We started with an exhaustive analysis of the global fashion industry, we then refined our research by considering the made in Africa and handmade market, then we cross-referenced our research with case studies and social listening.
We interviewed potential customers, studied international brands operating in similar segments strategies and organized strategic meetings.
This allowed us to develop: the architecture of the brand, its positioning, its personality and its growth strategy for the next 3 years.
Brand Strategy
The key insight was that the woven loincloth had a bad reputation and was considered in 2020, as the ancestor’s textile, the one that we rarely wear.
We drew on Africa’s cultural heritage, particularly the epic tale of the kings and queens of Africa, to create a sense of belonging and an aspirational lifestyle.
Funkè means in the Nago language (dialect spoken in the south of Benin republic), “the best thing that life bless me with” and is the diminutive of Olufunkè, the middle name of the brand’s founder.
Inspired by the brand’s values (gender equality, royalty, Africa), we created a clear and lucrative niche for Funkè, as a start for its rebranding process.
We then planned the brand's various public messages on key subjects, to develop brand resonance and brand equity.
Inluencer marketing, product placement, cause marketing, celebrity endorsement and brand association, we ensured in 6 months to propel Funkè towards success.
In September 2020, 3 months after its launch, we initiated and executed the brand extension strategy through the Funkè X Goya Paris collaboration.
This unexpected collaboration helped propel Funkè internationally, via the launch of a new line of products: a collection of men's shoes and luxury pumps.
The collection was a great success and sold out within a week, whether online on Afrikrea, or in Goya boutiques in Paris and Cotonou.
3 years after the brand’s launch, Funkè is as we planned, “the brand that Africans wear to celebrate special moments”.
The brand has also received several international distinctions and is worn by several celebrities and public figures around the world.
Brand Identity
Funkè’s visual identity is based on concepts of royalty, Africa and minimalism. We wanted to create a refined, avant-garde and timeless system, that will resonate with every Afro-descendant, every citizen of the world.
Social media strategy
Social media, particularly Facebook and Instagram, have contributed enormously to Funkè’s success story. Through tailor-made storytelling, we made sure to anchor the brand in the consumers minds. Emphasis was also placed on the brand's values, its social responsibility and its inclusiveness.
Photography & video
Through a series of expertly planned photoshoots, we ensured we captured the essence of the brand to provide Funkè with an original, aspirational and authentic visual universe.
From the launch, this content made it possible to position Funkè above the fray and make it a pan-African brand of international stature.
People think that Funkè has been around for several years when we haven't even been around for a year. This could not have been done without the very professional intervention of MC&Co.
Other Work
