PROJECT TITLE Zeona as Zeeman
DISCIPLINES graphic design / illustration
WEBSITE Zeona as Zeeman
In this essay about positive brand association I’ve rebranded myself as Zeeman. Well known in The Netherlands for its cheap clothing, textile concern Zeeman had to deal with a bad image for years. Their clothing was never worn with pride, as it automatically would give the wearer the stigma of being poor. But for quite a while now Zeeman has managed to turn heads in the advertising – world, gaining customers from all segments in the market, and it has become increasingly popular. Not by initiating a massive overhaul of their brand, but by cherishing its own typical qualities and perception, using humour and wit in their advertising campaigns.