Joy is a clothing store chain with over 50 stores around Sweden. Their main target group is women aged 35 and up, but similar to a lot of their competitors, they communicated by using younger models and sometimes excluded their audience.
We worked closely with our longtime partners The KIND Collective to help make the brand more genuine and speak better to their audience. We developed a strategy for how they should work in the digital channels and built a brand new online store for them.
