The archetype of researcher, discoverer
2 March 2021
Obsessive brand analysis
Obsessive is a Polish underwear brand that has been hosting not only Polish women in the bedroom for twelve years, but also around the world. In its marketing communication, the company uses a self-created encyclopedia of signs. Icons are part of the brand’s advertising materials, and for customers they are something inherent in the image of Obsessive. The brand offers several hundred …
Obsessive is a Polish underwear brand that has been hosting not only Polish women in the bedroom for twelve years, but also all over the world. In its marketing communication, the company uses a self-created encyclopedia of signs. Icons are part of the brand’s advertising materials, and for customers they are something inherent in the image of Obsessive. The brand offers several hundred models, but it helps to narrow down the search by dividing it into three main lines: Sexy, Spicy and Fun. Each line has its own unique features, such as colors and themes.
Brand Book of the brand, i.e. a matching font, colors and sales materials, make the company stand out from others with its actions and consistent image.
SPICY LINE
is the bold realm of open-crotch panties, spicy full-body bodysuits and intriguing accessory kits. The cartons in the Spicy line stand out with a pink and purple background.
SEXY LINE
it is very feminine and sensual lingerie. It contains a lot of lace, delicate decorations and classic cuts. The cartons in the Sexy line are distinguished by a red background.
FUN LINE
that is, erotic costumes, fun and dressing up. The cardboard boxes in the Fun line are distinguished by a blue and purple background.
The brand has a carefully thought-out marketing strategy. Obsessive’s target group is both men and women. Generally speaking, underwear is intended for couples to inspire them to play and to spice up the time spent together. That is why the brand’s activities emphasize the slogan “together better” as the language of communication with the client.
The archetype of the brand is a humorous jester! Why? The company tries to bring a smile to its clients’ faces by means of traditional forms of communication. Their e-mails definitely differ from boring template examples, and the motto is the belief that work done with a smile translates into customer satisfaction and smile.
