Creating the perfect strapline
Position a major fashion brand
The client
Boden.
The challenge
This job was a few years ago now, but the principles of creating a great strapline haven’t changed. The brand agency had carved out a positioning territory for Boden centred around a ‘lust for life’. We needed to conjure up a strapline which evoked this.
The solution
We created a strapline that was memorable and distinctly Boden’s. It captured the essence of the company and what they stood for. Life-affirming and fun, it spoke loud and clear to Boden’s comfortable target audience.
The script
'Good times, great clothes.'
The results
The best measure of a strapline’s success is longevity. This one was used for eight years, while its replacement barely lasted five months.
The credits
Copywriting agency: Barnaby Benson Copywriting London
Copywriter: Barnaby Benson
Agency: Design House
Client: Boden
