Bamboo Clothing Brand Pivot

Bam – a new creative platform for a new market segment.

After great growth in lockdown Bam wanted to move on again. Following a detailed segmentation project it was decided to move away from the proposition of comfort for the active over fifties to a younger, more dynamic market segment. The task was to move away from soft clothing for wellness to performance gear for achievement. Kind of from ‘Om’ to ‘Bam’.

The job here was to breathe energy into the word ‘Bam’ and make it a multi-faceted neurological event (crikey, sorry about that). We mean like meeting an orchestra – sound, emotion, faces, colour, heat. Energy, inclusiveness, the joy of movement, breathless.

Use the brilliant brand name – a bit like ‘Should’ve Gone to Specsavers’ and ‘Compare The Meerkat’

Move Bam from an abbreviated proper noun to onomatopoeia – something we can feel. Onomatopoeia can clang, crash and roar.

And we can Bam!

Bam is a moment of creation. A new neurological connection. A new idea. A moment of achievement.

The moment Dave decided to set the company up, the moment you shut the front door behind you and set out in the drizzle for the morning run.

The moment you unroll your yoga mat. The moment your warm body plunges into cold water.

Bam… reboot.

“We recently worked with Rich and the team at Raw & Cooked on a brand project. They brought fantastic thinking, challenged us the right amount and a had good dose of humour throughout. The result is a fantastic new creative platform and a set of tools, sharpened by Rich and the team, to bring it alive with.

Pete Durant
Head of Marketing - Bamboo Clothing