Opposable Thumbs
Independent Agency
Independent Agency
All Rights Reserved
Opposable Thumbs
Currently working out of living rooms across India.
We’ll update our office address when the world’s a tad safer to live in.
We’ll update our office address when the world’s a tad safer to live in.
VOI Jeans
A UK-based denim brand specializing in ergonomically designed jeans that are functional, and incredibly fashion forward.
The Brief
Denim is a religion for the passionate team of designers at VOI Jeans. The brand fuses ergonomics with fashion, and creates edgy, engineered fits. For many years, VOI Jeans was for men only. And then, they saw the potential to expand into the women’s market in India. They wanted to apply the same design philosophy and aesthetic to women’s denims, thereby creating a new niche. For this, they needed something raw and authentic for their launch.
MOOD
- Raw
- Edgy
- Minimal
- Technical
- Functional
Solution
Having worked closely on the men’s collections, we had a keen insight into the workings of VOI’s design philosophy. To launch their new women’s denims, we scouted for a persona that could embody the unique, androgynous looks of the jeans. We signed on Kalki, who we believed, embodied their brand philosophy – of pushing the envelope on her craft. The androgyny and uber-sex appeal of the product was a unique mix of functionality and ergonomics.
CLEAN
PRODUCT FOCUSED
MINIMAL
CAMPAIGN DEVELOPMENT
Engineered to be unique
Our launch campaign for the women’s denim range featured Kalki. Her bold attitude, her unconventional approach to work and life found a perfect resonance with the brand.
COLOR EXPLORATIONS
CAPTURING THE STORY
THOUGHTFUL BRANDING
PURPOSEFUL DESIGN
PACKAGING DEVELOPMENT
Explorations
We knew from the word go that VOI was meant for a consumer who could appreciate its form and function. Our communication showcased not just the clothes, but also the persona of the consumer.
EDGY
CRAFTED
UNIQUE
SOCIAL MEDIA CONTENT
CAPTURING THE STORY
THOUGHTFUL BRANDING
PURPOSEFUL DESIGN
