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Behind the lens at TRAN

The Taipei brand has a consistently neutral palette and gender-fluid cuts. Their designs are in-house labors. Their customer base is small but loyal.

So how to introduce a striking new color without losing loyalty?

Our research showed this segment of twenty-something digital natives was risk-averse despite a penchant for fashion.

Except when that risk was on trend.

Our research also showed hair color was having a moment. From local salons, to profile pics, to a pink-haired Asian model taking over Western runways — synthetic was in.

Combining these insights with a voyeuristic internet, we pinpointed a subtle strategy to pre-activate a blue as bright as screen glow and digital video.

Just a bottle of bleach and a tease to highlight the labor of production…

Behind the lens at TRAN