Branding, Product Launch, and Growth Strategy for 17acre

In late 2019, ‘17acre’ emerged as a social media account that captured the essence of the laid-back California lifestyle. It soon amassed a strong following, but the challenge lay in transitioning this social media account into a full-fledged apparel brand. This was where our expertise at ‘Red Souk’ came into play.

Our mission was to help 17acre evolve from a social media entity into a tangible clothing brand that encapsulated the Californian spirit.

We started by developing a unique brand concept for 17acre, focusing on the lesser-known elements of California such as the casual golfing community and the state’s pine forests. This concept served as the foundation for a distinct brand identity and logo.

The logo design struck a balance between elements of nature and golf, with symmetry allowing it to be versatile across multiple formats. This design approach ensured that the logo was equally effective as a subtle shirt tag and as a bold standalone brand identifier.

Our initial product proposal included high-quality Poly Cotton t-shirts and three styles of sunglasses made from reclaimed wood. These products perfectly combined style, functionality, and sustainability while maintaining the brand’s Californian vibe.

Given 17acres’ strength in creating engaging visual content, we utilized this to produce compelling product photography that juxtaposed the brand’s established identity with its new offerings.

Our launch strategy incorporated a two-week soft launch where we unveiled the new brand identity and products gradually. We introduced 17acres’ audience to the upcoming brand aesthetic, involving both existing social media followers and influencers to subtly promote the products.

With our strategic approach, 17acre successfully made the transition from a social media account to a distinctive apparel brand. The growth strategies we implemented not only retained the brand’s core identity but also helped it carve a unique niche within the competitive fashion market.

In conclusion, this case study reflects our ability at ‘Red Souk’ to leverage a brand’s existing strengths to facilitate its successful transition into a new business model. Through strategic brand identity creation, product development, growth tactics, and a meticulously executed launch, we steered 17acre through a smooth transition into a well-established apparel brand.