EDGARS REBRAND

Description

We repositioned Edgars to reclaim cultural relevance and emotional connection in a crowded retail market. The work spanned brand strategy, campaign architecture, and integrated art direction, creating a bold platform that resonated across digital, social, and in-store experiences.

Client

Edgars at Agency: VMLY&R

Scope

Brand Repositioning · Integrated Campaign Development · Retail & ATL Rollout

Role

Associate Creative Director ·
Art Direction

Challenge

At 90 years old, Edgars had lost cultural relevance with younger African audiences. The task was to reconnect the brand to contemporary identity, creativity, and self-expression.

The strategic Insight was simple.

Fashion is cultural language. By celebrating African voices unapologetically, Edgars could move from retailer to cultural participant.

Solution

Don’t Tell Me What to Do became a bold repositioning rooted in South African
self-expression.

• An original musical anthem led by Sho Madjozi

• Collaboration with over 30 African creatives across disciplines

• A limited-edition Sho Madjozi fashion collection

• A full content ecosystem spanning film, music, social, retail, and OOH

Results

+133M

Media Impressions

+533%

Increase in Positive Sentimen

+800%

Increase in Share of Voice

Additional Impact:

65,000+ song streams
$3.8M earned media value
$1M PR value
5,000+ collection items sold at launch.

Eco 7

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