FLORAISON

A bold lingerie brand that takes pride in not restricting itself to just basic products and offers sensual, beautiful products as per customer needs. Floraison is a multi-channel Lingerie brand based out of London, United Kingdom.

Scope of work

Digital PR
Content Creation
Social Media Marketing & Management

Scope of work

Digital PR
Content Creation
Social Media Marketing & Management

The Challenge

Being a brand that sells intimates for women, it was a tricky product to sell in a conservative society such as Pakistan. The brand was shy and reserved, and so were the people they were targeting. Artwing Studios had a big task at hand.

As this was a very new idea back in the day, it could’ve gone both ways. They wanted to specifically highlight and promote this novel experience to a local population that took its food and eating out very seriously.

Intimates for women, it was a tricky product to sell in a conservative society such as Pakistan.

The Challenge

Intimates for women, it was a tricky product to sell in a conservative society such as Pakistan.

The Big Idea

We wanted to reposition the brand from being just a shop on Tariq Road, Karachi to a brand that was appraochable for women and they felt comfortable around the idea of buying from them. We took the bold and confident approach to build trust within the community. We arranged staged product shoots that could highlight the features of their product range.

The strategy involved experiential marketing to add a personalized touch and get the brand endorsed by Key Opinion Leaders and Influencers everyone trusted so an aggressive, yet positive PR activity was launched.

Through PR and paid marketing tools, we spread the word and worked on busting the taboos associated with “underwear for women”.

Realising that this initial hype could die down, we realised there was more to the place than just the cheese. We created an aura about the brand for its hearty meal sizes and satisfying gastronmic experiences for the customers it served. This was furthered by the fact that the brand spoke about and offered special meals for popular events such as PSL, Eid, Women’s day etc.

The ethos and spirit of Meat the Cheese, just as the name suggests, lies in the magic of its carefully prepared meat. Highlighting the eating experience at Meat the Cheese had to be a constant alongside the trends and events that passed by.

We wanted to reposition the brand from being just a shop to a brand that was approachable for women and they felt comfortable around the idea of buying from them.

Design Direction and Visual Communication

The overall look and feel were kept minimal with more visuals than text. The font used for communication was modern but sensual. The overall palette was kept soft and feminine keeping the personality of the brand in focus through the product focused approach.

Minimal. Sensual. Feminine Palette.

The Achievements

With a bold strategy at hand, the growth of the brand was phenomenal and within the first three months, the business had grown threefold. They went out of stock within the first 50 days. Floraison established itself well among the consumers and since then to this day, it has only grown.

We have been able to create such noise for the brand that it opened up an outlet in Lahore and then followed up by a bigger one in Karachi at Tipu Sultan Road.
Meat the Cheese has become a household name for hearty dining in the vibrant Karachi dining out landscape. That is evident from the long queues outside and the User Generated Content that is floating around in the digital space.