B2C, Fashion

In notorious Yishun up-north, an old school jewellery chain decided to reach out to millennials by making gold sexy again.

To ensure that the new brand could be trademarked globally with a dot com to boot, we went through a brand audit with a brand naming exercise. Together, we strategised the entire brand to fuse female empowerment with eco-consciousness.

The result is Mistgold.

Then, we taught their new hires (who happen to be millennials) how to create new strategies, manage the systems and basically to live and breath the new brand.