BOO

ABOUT THE BRAND

Brand statement

 BOO is Vietnamese fashion brand designed and produce by BOO JSC. BOO takes the lead in
conveying traditional cultural characteristics or urban pace life styles in Vietnam. The brand is
committed to designing products that reflect creativity and unique styles

Brand image

 Business not only brings about profit but also help to protect the environment and society and
inspire young people to make positive changes
 Profit is not number 1, Value is greater than profit

Brand Guide

 Color 1: Green – stands for simple, fresh, organic and environmentally-friendly

 Color 2: White – stands for the quintessential of the cow

ABOUT OUR AUDIENCE

Target audience

 Males and females between 14-28 years old

 People who love street and unique styles
 Green-customers who prefer buying environmentally friendly products.
 Customers requires comfort, youthfulness, uniqueness

Budget

 Customers who are willing to pay the mid-end to high-end prices

Advertising objective

 New campaign is products of BOOViroment with Save Vietnam’s Wildlife Organization to

increase brand awareness. Besides, meaningful message about protecting environment by
refusing using bags in BOO’s stores so that all fundraising money from refusal activities will be
transferred for activities that protect environment

Consumer message

 Protect the environment from the smallest actions: Boo in your area waiting for you

Key consumer benefit

 Provides comfort and styles that touches the uniqueness and youthfulness
 Supporting the environmental campaign