Janmates
Janmates
When a local online bookstore approached us, they were looking for more than just a facelift. They need a brand that would resonate with book lovers and culture enthusiasts alike.
Cultural + Brutal
01/ TASK
Janmates faced low engagement, an unclear brand identity, and no distinct positioning to support future growth. The brand lacked a solid communication style, making it difficult to expand its product catalog or connect meaningfully with its audience. Our task was to create a compelling new brand identity, including a fresh name, visual system, content strategy, and a strong platform for future marketing and collaborations.
02/ SOLUTION
We introduced the bold concept of Cultural Brutalism, blending cultural depth with unapologetic strength. The new name, Janmates, reflected this mindset, merging ‘jan’ (soul) with ‘mates’ (a community of bold thinkers and doers). This foundation shaped a confident tone of voice and the powerful slogan: Built for Badasses — inspiring those who value intellect, grit, and authenticity.
The visual identity combined impactful typography and provocative language, designed to stand out in both digital and physical spaces. To fuel engagement, we built a content strategy that blended book recommendations with cultural events, merch drops, and knowledge-sharing initiatives, positioning Janmates as more than a bookstore, but a movement for those who thrive on ideas and action.
03/ RESULT
The rebranding established a solid platform for growth, giving Janmates the logic to expand its catalog and confidently launch new products, events, and collaborations. Early results included a 25% increase in sales, stronger customer engagement, and new partnership opportunities, positioning Janmates as a bold cultural force in Central Asia.
