Toni & Guy

Objective:
Art Zulu was tasked by beauty giant Toni & Guy to bring their unique aesthetic to a licensing program for apparel by strategizing and compiling a comprehensive marketing strategy. 

Program:
After researching the market place and the brand DNA of Toni & Guy, Art Zulu reviewed the current business strategy, spent time with the company founders to gain a keen understanding of the brand vision for the future, revisited salons and held multiple brand sessions with the licensing and creative team at TIGI.  

The initial concept for the marketing was to create a self-contained signature collection to create buzz in the fashion community. To enhance and protect brand equity, the line was designed to launch in high-end boutiques, namesake salons and specialty stores. To build on the foundation of the newly launched brand, diffusion lines such as T&G for Toni & Guy will be created for distribution in major retailers like Target. To ensure success, Art Zulu worked on developing illustrations, mood imagery to direct the future of brand develop and expansion and created a timeline for the process with financial projections.  

Results:
Art Zulu created a compelling marketing plan that successfully tapped into the brand’s philosophy and brand vision. The marketing and distribution plan sewed a clear path for future financial success and established a face of the brand to ensure brand identity.