Gbenda — Charles

Project : Brand strategy, identity design, copy writing

Client : Johnny Gbenda—Charles

Our client approached Butcher & Butcher with an initial brief regarding a single-source product to be launched into local and international markets. Through learning of the client’s adventurous background, and their widely entrepreneurial plans for the future, it quickly became evident that an over-arching Master Brand was firstly required to crystalize the client’s brand values in a way that confidently looked ahead to eventual category extension.

The eponymous brand name of Gbenda-Charles necessitated that this Master Brand ethos be personified and truthful, with the client’s own keen sense of discovery and adventure providing an obvious focal point for this. This approach resulted in a clear vision for Gbenda-Charles as a brand grounded in simplicity and quality of experience; a thumbprint that could be used to inform and endorse all new product development, starting with the client’s initial product offering, Above & Below — a single-source skincare product for men.

Our brand extension strategy lead to the development of a line of cleanly designed, high quality luggage for men. The Gbenda-Charles luggage range is currently in development, with select brand ambassadors putting it to the test on their own travel adventures.

Project : Brand strategy, identity design, copy writing

Client : Johnny Gbenda—Charles