BASIK 855
Basik855 is a fashion and accessories label with a cause. It's objective is to create a commercial outlet for
ikat weaver artisans from the Takeo Province in Cambodia. The products include upscale purses and bags as well as
a line of home decor products. Formerly Push Pull Cambodia, the challenge was to rebrand the company and
balance its fashion and cause messages to best connect with its audience.
REBRANDING & FASHION WITH A CAUSE
Formerly Push Pull Cambodia, WAX rebranded the company as basik855, a more fashion oriented name
with a nod to the ikat weaving process and the Cambodian origins (country code 855).The logo communicates the all cotton material and the "b" references the Khmer letter forms.
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Basik855 is a fashion accessory business with strong cause oriented goals of creating better living
conditions for its artisan weavers and their families. 10% of all profits tackled the clean water needs of the village. Though the cause is important to basik855 customers it is understood that the product must be presented as fashionable. The website balances the aspect of fashionality, relying on content from the weaving studio in
Takeo Cambodia and fashion shoots in Phnom Penh, Los Angles, Seattle and New York City.
BRINGING THE PRODUCTS TO THE PEOPLE
The company uses a variety of channels from product placement in boutiques in Phnom Penh
and the US, to the website and Instagram.
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TRADE MATERIALS
WAX developed materials to introduce retailers to the product line and keep them up to date on new lines.
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TRADE SHOWS AND BRAND DIFFERENTIATION
Basik855 relies heavily on trade shows to introduce US retailers and fashion bloggers to the brand. The brand can't afford
to miss any opportunity to communicate its messages, so a series of posters were placed throughout the booth.
BRAND VIDEO FOR WEBSITE AND TRADE SHOW
The video connects that fashionality of the brand with the handmade weavings from the artisans in Cambodia.
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BASIK855 BRANDED CONTENT
Based in Takeo Cambodia with sales primarily from the US, basik855 is automatically an international
brand, but the challenge was how to take advantage that on a small budget. Wax was able to affordably create a content library with photo and video shoots from the weaving studio in Takeo Province and fashion shoots
in Phnom Penh, Los Angles, Seattle and New York City.
