Rebel Empire

The challenge

Rebel Empire is a movement. A culture. An attitude. But above all else, they’re an underwear brand. And like any brand, they needed a way of clearly defining themselves in their market – in this case as the first independent underwear label for the luxury streetwear market. That’s where we came in, with a brief to put together a brand book that would establish underwear as important as outerwear in defining an individual’s style and identity.

How did we do?

As ever, we began by researching the market and really interrogating Rebel Empire’s business. From this we were able to create a set of new values around empowerment, individuality and confidence that would give them a strong brand platform from which to grow their business.

This insight was then brought to life in our brand book, which tells Rebel Empire’s story, defines its mission, vision and ethos whilst also bringing to life the profile of its audience and associate brands. The end result was sleek, luxurious and selfassured – like the brand itself.