IMVOM
Case study
IMVOM - Global Brand Strategy & Repositioning
A rebranding and repositioning project for a South Korean luxury handbag brand preparing to speak more clearly to a global audience.
Industry:
Luxury & Lifestyle
Location:
South Korea
Reach:
Global
Year:
2024
Team:
Mona Lisa Hanson, Supriya Narayanan
Services:
Rebranding, Repositioning, Market Research, Brand Story, Brand Persona, Tone of Voice
The brief
IMVOM is a South Korean luxury handbag brand known for architectural forms, premium textures and a minimalist design sensibility. The project focused on preparing the brand to communicate more clearly and confidently to a global audience.
The brand needed to sharpen its position beyond product aesthetics, understand Korean and international luxury consumers and articulate a story that could travel without diluting its Seoul identity.
The thinking
We approached the project as a repositioning exercise rooted in clarity. IMVOM already had a strong product sensibility; the task was to give that sensibility a clearer narrative centre.
Through market research, competitive analysis, audience definition, brand story, persona and tone of voice, the platform “Rooted in Seoul, Ready for the World” connected the brand’s Korean point of view with its global ambition.
Below is a small snippet of the project. To check out the full case study, please visit our Behance page.
The work
What we built
- Market research
- Competitive analysis
- Audience definition
- Repositioning direction
- Brand story
- Brand persona
- Tone of voice direction
Where it stands
The repositioning established a stronger narrative foundation for global market readiness. IMVOM is currently being implemented internally at a management level, giving the team a clearer brand story, persona and tone-of-voice direction to work from.
Services used
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