Product strategy - Branding

• Brand logo

The brand was built around Julius, the loveable monkey icon. There is no doubt why the most people know Paul Frank brand. Absolutely, they know the brand from that monkey appeared in many places across the globe. It extremely attracts their attention. When people see that monkey icon on T-shirts or other items, they certainly want to know what the brand is or where will they get it. That is the way to build the brand awareness of Paul Frank.

• Brand slogan

The brand motto of Paul Frank Industries is “Paul Frank is your friends”. PFI makes people feel that they are not the custumers but they are friends of Paul Frank via its simple slogan. Moreover, we tap into people’s emotions by not selling the products but bringing to them by gift giving we make. So, that built the loyalty and pride to the brand.

• Brand value

• A conspiracy of fun

A conspiracy of fun as the vision, Paul Frank opened the retail stores in many places around the world focused on the way to stay passionate. We considered about the creativity, fixtures and consumer experience saying, ‘I like this’ and ‘I don’t like this’. The stores combined with color palates, layouts, and staff. Each store has its own characteristics harmonized with its specific area. Therefore, every Paul Frank store acts as a Paul Frank embassy to promote the brand.