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Kigurumi

THE COMFIEST ADVENTURES YOU’LL EVER HAVE

BRANDING

Kigurumi.ca is an online store that sells the cutest and comfiest onesies available. Designing a logo that embodied these characteristics proved to be challenging. The Kigurumi craze originated in Japan so it only made sense to explore the otaku culture further.

The logo is a subtle nod to what is probably the West’s earliest exposure to kigurumis, Super Mario’s raccoon Tanooki suit. The red panda however, was a better fit due to its lazy lifestyle. Custom die-cut stickers and postcards were also created to be included with customer orders.

DIGITAL MARKETING

A series of fun teaser campaigns were created to communicate sales through social media and email marketing. Bright colours and creative animations were used to attract reader attention, with call-to-actions redirecting users to Kigurumi’s website. Although a different theme and graphic treatment was devised for each campaign, the visual language always remained consistent with Kigurumi’s brand.

For the 2017 holiday season, a digital marketing campaign consisting of social media and email marketing was launched. With a reach of 49K in the span of 12 days, the campaign had 2.5K engagements including comments, shares and link clicks to Kigurumi’s website and revenue increased by 50% from the previous period. This was the largest and most successful holiday campaign organized by Kigurumi.

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