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The presentation of a brand talks volumes about its core values, success, and the ideas it represents. However, like the world, ideas are constantly evolving. When the core values of a brand change, the representation also changes. Rebranding the identity can help bring the brand into new times. Having been through the process with her brand JIINAN, Jessica Sinclair is a firm believer in evolving brand identity when required.
An entrepreneur who is conscious of the ecological and social environment around her, Jessica wanted to create products sensitive to the environment and humans while also being visually appealing. She started her journey with Flirty & Fit, a company that manufactured biodegradable, environment-friendly, and cruelty-free yoga mats. Her venture was a huge success worldwide, with customers on all the major continents. The success motivated Jessica to do more. Hence, she started working on JIINAN, an activewear brand that she envisioned to be eco-conscious and innovative. The brand uses recycled materials as a base for the fabric, taking out almost 70 plastic bottles from the sea per garment. The brand is focused on making a difference in the marine climate. By making conscious decisions, Jessica wants JIINAN to inspire an eco-conscious mindset in the subconscious of people.
Since this was a giant leap forward, Jessica rebranded the project and gave it a fresh face. But the rebranding was not limited to the visuals or copy. Jessica Sinclair believes in walking the walk, and hence, her rebranding included major changes in the functioning of the brand systems. The packaging of JIINAN is waste-free and eco-conscious, and a portion of the proceeds is donated to humanitarian causes that work against human trafficking, urban development, and in favor of the environment. Manufactured in Bali and Italy, JIINAN products are of the highest quality, made with love and years of expertise. All of this is reflected in the brand’s new presentation.
Emoting the brand DNA through the presentation gives customers a clear idea of what they will get. In today’s world, where attention spans are dwindling, conveying the most through the least is of great importance. And looking at Jessica Sinclair’s success at rebranding JIINAN to be a brand that perfectly embodies her thought process while saving the planet, we, too, are firm believers in the superpower of rebranding.
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