branding.

Gappie Apparel - LIVE FAST, RAVE SLOW

project: launch campaign & communication plan

Welcome to Gappie Apparel, where every piece tells a story.
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GA embodies the essence of free, offering a unique blend of sick style and bold attitude. Like the Gappie Hoops, our products are designed to stash essentials discreetly. They’re more than accessories – they're statements of self-expression. Made for the hardcore ravers and Gabbers who live for the raw and bold, our jewelry captures the insane energy and passion of the rave scene.
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With Gappie Apparel, you're not just wearing jewelry; you're carrying your culture.
Join us as we unveil our campaign, "Live Fast, Rave Slow", a celebration of the Gabber lifestyle.

We decided to put a spin on traditional distribution by developing a 'text to buy' system instead of an e-commerce platform. Rather than a simple product exchange, we aim to create an encounter between like-minded individuals who value in-person experiences. Using Telegram, we showcase our products and who we are. This is the place of purchase as well - through private messages, we arrange a place and time to meet up.

We developed a brand book showcasing our bold attitude and the essence of what it means to be a part of Gappie Apparel.

read full brand book

campaign concept:

"Live Fast, Rave Slow" celebrates the essence of the Gabber culture while embracing the trend of present-focused living.
In contrast to its high-energy, fast-paced music, the raves create a space where time slows down and Gabbers can truly immerse themselves in the moment, finding freedom and joy. This campaign blends the thrill of hardcore beats with the serenity of mindful living while fighting the stereotypes of the Dutch subculture and showcasing that the new generation of Gabbers is more than just hardstyle music and dance.

We contrast their hectic, fast-paced daily routines with the tranquil, present-focused moments they experience at raves with their fellow Gabbers.
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Through our campaign video and photos, we aim to highlight this juxtaposition while subtly featuring our jewelry. Our brand's value lies in its attitude, so the jewelry will be integrated seamlessly into the visuals, reflecting how essential it is to our target audience. Just like they wouldn't start their day without their shiny accessories and earbuds, our pieces are a constant presence in their lives.
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Gappie Apparel website:

I developed the prototype for our website as one of our online platforms. The goal was to create a simple site that introduces who we are. Since we don't have an e-commerce site, the website helps visitors feel a sense of belonging and shared values. If they resonate with our community, they are directed to our Telegram channel where all the action happens.