Our challenge was to apply a new meaning to the brand while capitalising on its awareness. Our first objective was to make the brand stand for something other than ‘reject’.
We believed we could make The Reject Shop a destination that rewarded shrewdness and street smarts. A badge of intelligence not label of inferiority.
We set out to reframe ‘Reject’ and position The Reject Shop as ‘The Savvy Way to Shop’.
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