Rooms
Fashion
Brand Identity
Activation
Digital
The Challenge
We needed to create a disruptive product and brand, position it in the textile market and make it stand out in an industry saturated by competition.
Towards the construction of a whole.
The first step was to create a prototype of the garment to validate the product. Then came the most complicated part: getting the project funded. So we launched a crowdfunding campaign on Kickstarter that would attract the attention of our audience and highlight all the attributes of the Mantalon.
In just 25 days more than €150,000 was raised, surpassing the goal set. In addition, the interest generated led to collaborators joining the project such as: the Jellop agency (Israel), leading companies in brand launching and the Nuuk agency (UK), the only crowdfunding agency awarded internationally.
Adapting is the path to comfort.
The garment consists of an adjustable pant that combines comfort, versatility, sustainability and lightness.
Its two rows of 4 buttons make the garment adaptable to all body types. In addition, all the materials used in the garment are of sustainable production, with organic cotton fabrics, recycled olive wood buttons and manufactured in small workshops of 100% national origin.
Details make you special.
Our maximum obsession for details, as well as for transmitting the sustainable values of the brand in each of the pieces of the project, forced us to find a functional packaging that would transmit the essence of Mantalon with the least amount of ink possible. Therefore, we developed a kraft box that, with the same folds at the time of closing, forms the isotype of the brand itself.
Comfort also in digital.
After launching the Kickstarter project, it was time to develop the ecommerce that would serve as a point of contact and sale of the brand itself in the long term. In this sense, we were very clear that we had to go for a clear and simple website, where the product and its values -functionality, comfort and practicality- would be the protagonists.
How to make people feel what it is to wear a Mantalon through a digital channel? The strategy we followed in networks to publicize Mantalon was based on generating brand awareness through the demonstration of the attributes of the garment. It was a "teasers" strategy to create hype through descriptions of the product's sensation. The visual content was a mix of campaign photos, reels with snips about the production and feel of the product.
Started from the bottom!
And that's how we managed to create a product and a reference brand in terms of innovation and comfort and that immediately positioned itself as a trend in different media related to fashion. Mantalon was present in magazines such as: Elle, Mujer hoy or Telva and celebrities like Tamara Falcó, Iñigo Onieva, Mateo Conde, The Spanish King, Nat Cebrián, Jose Maria Lacort or Manuel Ordovas commented their impressions about Mantalon and how much the garment had surprised them.
From VRANDED Haus we believed in the project from the beginning and by structuring and taking the right steps to build a brand from scratch, starting with the search for funding, the complete development of the garment and the production in a sustainable way up to the communication and sale of the final product, we managed to take Mantalon from an idea to a successful product and brand.
