Psycho Bunny 2

psycho bunny

Chasing a crocodile with a bunny. Turning an outsider into a major player.

Brand Transformation:

Repositioning & Brand Strategy
Rebranding & Verbal Identity
Campaigns & Casting
Photography & Video
Web Direction & Social Strategy
Store Strategy & Experience

THEY DELIVERED LOUD BUT THEY WANTED PROUD

The Challenge

Psycho Bunny came to us as a brand on the rise, looking to level up. Their aim? To elevate their status to luxury adjacent, matching their top-notch quality with an equally impressive brand experience and aesthetic. Yet, despite their efforts, they couldn't quite crack the code on their own. So, they turned to us to take the brand to a whole new chapter.

CRAFTING THE ART OF THE DOUBLE TAKE

The Active Position

The bunny is anything but subtle. The product is all things premium. The brand should be head-turning. So head turning is what we did: actively repositioning Psycho Bunny, campaign by campaign, to empower them to stand out at every opportunity. With this clear directive in mind, their lean team could spring into action, swiftly making decisions on everything from retail strategies and in-store experiences to campaign executions, from partnerships to trade show appearances. It was time to command the double-take.

RESETTING THE FLOOR TO RAISE THE BAR

Brand Action

Before our first collaboration, the brand's quality was in decline, signaling the need for a significant shift. Our debut seasonal campaign served as a turning point, revitalizing the brand and setting the stage for years ahead. We overhauled the brand from the big picture to tiny detail. Reshaping seasonal campaigns, go-to-market strategy for each product, overhauling the visual identity, and more. All the while, we focused on empowering the internal team to take the reins, intentionally designing ourselves out of the equation.

A REBRAND THAT TRIPLED GROWTH

Brand Growth

Psycho Bunny had its sights set on new markets, significant growth, and worldwide name recognition. It recognized the need to step up its game to thrive. Alongside a comprehensive rebranding and repositioning of the Psycho Bunny brand, we took things a step further by introducing a premium tier: Outline. Elevating the brand wasn't just about aesthetics; it necessitated a holistic approach, involving improvements at every level of the business. Collaborating with all facets of the company, we provided guidance and collaborated in establishing a brand structure aimed at fostering growth in both existing and untapped markets.

BRINGING CREATIVITY TO EVERY LAUNCH

Brand Enrichment

Creativity is at the heart of everything we do—just like Psycho Bunny. When it came to breaking into new markets, we knew we had to do it right. We understand that great retail is all about connecting with the community. So, we mixed a dash of brand consistency with a big scoop of local flavor. The result? Our Psycho Bunny Artist Series brought the vibe of each new market to life. Teaming up with local artists, we cooked up exclusive merchandise and immersive experiences, giving each store that hometown pride.

CAMPAIGNS MADE FOR IMPACT

Brand Accelerator

Brand awareness among a fresh audience was our top priority. But to stand out, we knew we had to shake things up. That's where Color Outside The Lines came in—an annual campaign that celebrates self-expression and always leaves a lasting impression. Each year, we brought together a powerhouse of creativity, unique storytelling, and plenty of strategic repositioning to hit our mark.

Under our guidance, our collaborators included tWitch Boss, Kelli Erdmann, Nick and Siena Casas, Daddy Yankee, Kendrick Sampson, Jay Versace, Brother Nature, Justice Winslow, and The Kid Mero. Not only did we go viral, but we outperformed every KPI from sales to awareness, delivering the best-performing days in the brand’s history.