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Garni


SERVICES

Brand Strategy
Brand Identity
Collateral Design
Web Design & Development
Experience Design
Social Media Strategy
Content Development
Pitch Deck

Garni is a tights startup turning the industry upside down. Today’s tights are all about constraint, sucking and squeezing into ‘ideal’ shapes. Garni offers an alternative… tights that are all about ease and moving with the body.

Looking to find its voice and communicate beyond product benefits, Founder Elina Tunyan tapped UME to move Garni from proof-of-concept to next-level brand. — And we had so much fun doing so!

 

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INTENTION

A compelling and unique concept that’s true across all levels.

Garni had to stand out not only in its category, but among a wave of next-generation brands that all tout authenticity, creating a glut of go-girl clutter. Our team set out to identify a compelling and unique concept that’s true across all levels — product, brand, consumer and culture.


 
 

OUR APPROACH

We stay true to the heart of Garni.

UME approached the question in the round, analyzing competitive and analog spaces, drawing insights on consumer profiles, and diving into the company culture and product itself. What emerged was a big idea that’s unique in the market, compelling to consumers, and true to the heart of the Garni. — Beauty is freedom.

This concept inspires a world of creative expression for Garni. Open, brave, and full of wit, the brand embraces vibrant hues across the spectrum. Juxtaposition plays with the eye and bends the rules. Visual metaphor elevates the conversation while flirting with the audience. With Garni, visual tone is just as powerful and communicative as words on the page — and all roads lead to freedom.

 
 
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