Pacsun was looking to create an internal private label brand to compete with a several young challenger brands in the graphic tee space. With huge margins on graphic tees, greater production buying power and built in distribution, Pacsun was uniquely positioned to capitalize on this fast fashion moment. To do this they needed to act quickly and authentically.
To develop this brand, affectionately called Vibe Town, Pacsun approached Coed to conduct research, and create a complete brand language. Coed worked closely with the their internal creative executive team to create a comprehensive brand strategy and identity. The result was a truly unique, branded experience that aligned perfectly with the ever illusive, millennial target market.
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