Betting on Better-For-The-Planet Timeless Bags: Joon Blu
- Noopur Sane
- Mar 28
- 2 min read
Updated: Aug 6
Aiming to find its way in a crowded market that prioritized either function or fashion, Joon Blu wanted to be the brand to embrace and provide both. With a goal to better understand their consumers and arrive at a brand story that made sense; TBI partnered to do just that.
Brand & Communications Strategy
Challenge: A product idea in mind, the Founders wished to carve a distinct identity in a competitive market while aligning their brand strategy with consumer needs and expectations.
Builder Moves:
1. Consumer Research & Insights
Conducted qualitative and quantitative research to understand target audiences, buying behaviors, triggers & barriers.
2. Market Analysis:
Benchmarked against competitors to identify gaps and opportunities for differentiation.
3. Consumer Personas:
Developed detailed personas to guide branding and marketing decisions.
4. Brand Strategy & Naming:
Coined the name 'Joon Blu' for the brand and crafted a positioning strategy that married innovation & style - the two core pillars of the brand.
Go-To-Market Strategy
Challenge: Joon Blu needed to get their Go-To-Market sorted to build in a crowded category like women's bags.
Builder Moves:
1. Conducted in-depth consumer research to understand preferences and purchasing behavior.
2. Performed detailed competition benchmarking to define the product (sub-category) x price x channel strategy.
3. Detailed out the communication strategy across all parts of the marketing funnel & media touchpoints to build a cohesive launch strategy.
Marketing Team Structure & Hiring
Challenge: Joon Blu needed to build an in-house marketing team to streamline operations, scale campaigns, and maintain brand consistency across all channels.
Builder Moves:
1. Defined key roles and responsibilities for the internal marketing team, focusing on content, design, and brand marketing.
2. Facilitated hiring by outlining job descriptions and conducting interviews to onboard top talent aligned with the brand’s vision.
3. Established workflows, processes, and KPIs to ensure efficient collaboration within the team and alignment with broader business objectives.
