In the aftermath of the IMF financial crisis, this brand was conceived as a strategic breakthrough by LG Fashion (now LF) to challenge the traditional casual (TD) market long dominated by Polo and Beanpole. To overcome the limitations of a late market entrant, the brand established a differentiated positioning based on a modern reinterpretation of tradition, laying a solid foundation to emerge from the crisis as a core growth engine and a mega power brand for the company.

Naming & Concept

Inspired by the dynamic image of a greyhound running through the morning light of the English countryside, the brand defined a distinctive concept: “Something New Traditional.” The crowned greyhound symbolizing aristocratic heritage, combined with a name representing elite youth culture, created a compelling brand persona for the 25–35 generation—one that infuses a century-old classic archetype with modern wit and sporty sensibility.

Launching & Promotion Strategy

Moving beyond fashion alone, the brand implemented a sophisticated culture branding strategy that shared the aspirations and lifestyle of its target audience, rapidly building a strong fan base from launch. Through storytelling centered on challenge and passion, it forged deep emotional connections with consumers, successfully breaking through market barriers and achieving rapid market penetration into the mainstream.

BRAND & IDENTITY CREDITS

Client / LG FASHION (LF)

Brand Strategy & Concept / DESIGN NETWORK

Brand Naming / DESIGN NETWORK

CI & BI Design / DESIGN NETWORK

Basic & Application Design System / DESIGN NETWORK

Interior Concept / DESIGN NETWORK

Brand Launch / DESIGN NETWORK

Brand Launch Campaign / DESIGN NETWORK