Redefining brand framework through an investigation of modern femininity

Brand Strategy Consulting

Redefining brand framework - Quantum CS


Our client wished to refresh its fundamentals to reflect its new ideology, and speak to modern women across emerging markets who are eager to signal their progress and achievements.


Quantum facilitated consumer story telling sessions to unpack identity expressions and the obstacles they face, in addition to expert chats to map cultural shifts.

We held a 4-day workshop to engage key stakeholders to relook, revise and refine all aspects of the brand framework, most critically updating the humans they serve and the social tensions they address.


Quantum engaged a cohort of senior stakeholders and guided them to a new imagination of the brand, which has now resulted in fresh communication and activation platforms.

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