SOJO

Making change, until it fits.

Storybook Positioning
Creative Copy
Tagline

Change is the only constant, and we’re here for it. We believe in making change, until it fits.

An agent of change, taking a stand against bad fits and broken things.

Change the way we feel about our clothes and ourselves.

Here to help customers reshape the fashion industry.

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Fashion doesn’t fit. Our bodies. Our values. Our planet. So let's take a stand, until change is standard.
Trends come and go, hemlines rise and fall, people grow and change.
From the moment you buy a new dress, to the day you restore it for your daughter, we’re here for change.

We loved what Sonder & Tell did for us. When we came to them, we were passionate about our mission and vision, but everything we were doing lacked cohesion. At the time, we were a team of two with no creative expertise, struggling to communicate to customers who we were, what we offered and what we stood for. Sonder & Tell brought that expertise. Our workshop and subsequent meetings are some of my most joyous memories I have of building SOJO – they were engaging, fun and (above all) inspiring. I’m so glad we did this brand work early in SOJO’s journey. It’s given us a clear direction and guides big business decisions as we grow.

– Josephine Philips, Founder

The ChallengeThe ChallengeThe ChallengeThe ChallengeThe ChallengeThe ChallengeThe ChallengeThe ChallengeThe ChallengeThe Challenge

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How do we speak to our B2C and B2B customers under one brand?

SOJO started out in the world as the ‘Deliveroo of clothes alterations’.

It was easy enough to understand but with tailors going in house, and a B2B business growing, they wanted a brand that felt bigger than a product description. It didn’t give them a rallying belief to get behind. It didn’t answer the “why” of clothes alterations. Our challenge at Sonder & Tell was to build a positioning and story that would appeal to both B2C and B2B customers, and craft a voice with the stretch to connect with both.

The Approach

Unite the hero

We united SOJO’s B2B and B2C customer as the conscious changemaker. Those wanting to do better, be better, and create better for their business and themselves. And built SOJO’s brand as their partner in change: helping people and businesses reshape wardrobes and the fashion industry. Together, taking a stand against bad fits and broken things and a belief in making change “until it fits”.

The Result The Result The Result The Result The Result The Result The Result The Result The Result The Result

The Result The Result The Result The Result The Result The Result The Result The Result The Result The Result The Result The Result The Result The Result The Result The Result The Result The Result The Result The Result

A story as good as gold

Our design partners Regular Practice then weaved the idea of change, alteration and regeneration into a brand new visual identity to support their next phase of growth.

Together we won a Gold Award for Identity Rebrand at The World Brand Design Society Awards.

The team at SOJO have gone on to launch a B2B pilot, a seamless checkout plug-in for brands like Ganni to help their customers change their clothes, until it fits.