Hozen Speculative Campaign






Hozen is a vegan accessory brand founded in 2018 by LA based Rae Nicoletti as a creative hobby, later on giving it the name “HOZEN” which means “conservation” in Japanese.



CAMPAIGN OBJECTIVE


  • Build more social media presence. In comparison to its competitors they have less than 10k followers and follow more people than their competitors. 


  • Building their brand and connection to their target audience due to their lack of engagement and online community.






Competition


  • Santos by Monica
  • JW Pei
  • Telfar


Target Audience


Name: Nicole
Age: 26

Tone of Voice


The best language that represents Hozen is geared towards environmental sustainability in the fashion industry, their main audience would be millenials that are looking to create a better industry, they are expecting to know more about how the products are made and by who, they want to see new ways of incorporating sustainability into their lifestyle, more relaxed and online slang could be incorporated into their brand to create a serious yet fun take on their products.





UNIQUE SELLING POINT (USP)


Hozen is a brand committed to ethical fashion and sustainability, creating minimalist designed vegan accessories for the environmentally conscious human.





AD CONCEPT


FASHION IS IN THE DETAILS








PRINT ADVERTISING



KEY POINTS


  • All ads focus on the visual aspect, maintaining the minimalist aspect of the brand.

  • Feature the products being used from head to toe to relate to the headline “Sustainable from head to toe”.

  • Introduce the brand to new potential customers with printed media.

  • Tagline used to accentuate the meaning of “HOZEN” in Japanese, conservation. 





  • Highlight the product and materials being used, making sure the viewer knows Hozen takes care of every detail such as the place its being made to the resources they use to make them. Hozen checks every last detail to ensure a sustainable and guilt free purchase.



  • Feature the products to accentuate that Hozen carries accessories to add to any outfit. This makes the customer take care of their outfit details while Hozen dedicates their time to other details such as where its made and what materials is it made of.






DIGITAL AD


OUT OF HOME AD

Following the same ideas from the digital and print ads, Hozen is a minimalist brand that cares about sustainability at its finest. 

Although the brand is originally from LA, most of their direction, target audience and photography comes from New York but this type of ad could be shown in any major city.



As much as the brand will want to have constant propaganda, they would be conscientious about the lack of sustanability traditional advertising can have, a digital advertising would be the best solution. 

The ad will be placed in a bus stop or metro stop  for the conscious human that uses transportation rather than commuting by car in a digital screen powered by solar.




Poster paper is not usually used sustainably, a solution to this is to locate new up and coming advertising businesses that now have 100% recycled poster paper to have a more environmentally conscious ad.








Yaz Reve — 2024.