Passions

 Soshel Clothing is more than just a shirt; it is a way of life.  The ‘Ant’, being the logo for Soshel Clothing, represents us as people living and working together within our communities. "Stories can be used at any stage of brand ideas generation. The creation of a brand must start with a story: ‘The future’s bright, the future’s Orange’ was the main strapline for mobile phone operator Orange’s launch created around the idea of optimism; Nike’s ‘Just do it’ – one of the most successful straplines in branding – is about self-realisation." We participate daily at the places we shop for our necessities such as Shopping centers and food stores.  Those who have established these companies are examples of a “Mr. or Ms. Soshel” since they are providing places for us to purchase goods needed to live our social ways of life. "Stories can be used to create a scenario describing how people will interact with the brand in a particular environment, or used to understand a different audience. Think in terms of the one central idea that you are trying to tell people, then the one key message and how this can be communicated, and work within the boundaries of the values of the brand." Soshel can be looked at as something positive we can all wear, share and talk about. In other words its a way of life not just clothing.   

 Davis, M., and Baldwin, J. (2006). More Than a Name: An Introduction to Branding. AVA Publishing (page 75)