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We are here to embrace our femininity and celebrate our strength. Life has a texture that mixes the rough with the smooth, the colorful with the classic. The unmissable with the understated. Today, and every day, season after season, we serve notice to the world of fashion and the universe of style. Our inner lady has come out. And she’s the most modern woman we know. We are here for one reason and one reason only, to lead on.

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BRAND DNA®

  • Smart
  • Polished
  • Crafted
  • Beautiful
  • Timeless
  • Confident

We are here to embrace our femininity and celebrate our strength. Life has a texture that mixes the rough with the smooth, the colorful with the classic. The unmissable with the understated. Today, and every day, season after season, we serve notice to the world of fashion and the universe of style. Our inner lady has come out. And she’s the most modern woman we know. We are here for one reason and one reason only, to lead on.

Assignment
Define a brand platform and develop a layered approach to storytelling that’s rooted in style, craftsmanship and heritage.

Target
Confident, fashion-forward women, 30+. They’re organized, dress with care, love fashion and prize both the versatility and functionality of Brahmin. Although demographically diverse, Brahmin customers are like-minded when it comes to handbags. They look for a combination of fashion and function, value style over status and gravitate toward looks that transcend short-term trends.

Insight
The Brahmin customer is someone who carefully crafts her personal style – in her home décor, the food she serves and her clothes. She wants to stand out in a crowd, and her handbag is as much a style statement as it is a tool to manage a busy life. She finds strength in her femininity and her handbag is always close by.

Execution
A tribute to the power and grace of the Brahmin woman and her tribe, the ‘Lead On’ platform was inspired by the founder and visionary behind the brand, Joan Martin. Her optimistic outlook and entrepreneurial spirit fueled the campaign, and was complemented by models, actors and activists who embodied her character and shared their own “Leading Lady” stories.

Results
The new platform carved a space among powerhouse handbag brands:

  • In year one, Brahmin achieved double-digit growth, far outpacing competitors
  • In year one, brand awareness increased by 15%, sales grew by 14%, DTC channels increased by 30%
  • The brand displaced Michael Kors and Coach for the #1 share spot in Belk in Fall 2015
  • Brahmin exceeded both top line and bottom line annual growth targets
  • The brand’s #1 wholesale partner believed wholeheartedly in the re-imagining of the brand, so much that it chose to increase brand visibility by 50% in its own marketing channels in Spring 2016

Growth
Toth+Co re-brand efforts influenced the complete Brahmin experience – everything from corporate identity, brand voice, product packaging, retail store expression, website design, emails, in-store marketing support, catalog and co-op mailers, as well as paid media. These efforts led to a consistent consumer experience across all touch points.

 

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Optimism

Optimism is the belief that anything is possible if you put your mind to it.
It’s the power to change, to make the world a better place.

Optimism is our life philosophy and business strategy.
When you believe in better, it creates the space for it to exist.

The Videos


Dreamt up by our late
founder, Mike Toth, as
he was battling throat cancer,
these videos tell an uplifting
story about finding the
silver lining in
life’s challenges.

Watch Videos

Create Optimism


To us, line art
symbolizes the future’s
vibrant colorful potential.
Upload any JPG file below to
create your own customized
Optimism line art.

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MIKE TOTH

1952 – 2014

Mike taught us to find the soul in things: people, brands, ourselves. The soul is our true north, and it must be coveted. We rely on it when the waters get rough. When storms roll in. When we lose our way.

Technologies change. Trends come and go. Seasons pass. New generations carry on. Toth+Co looks to the future with fresh eyes, innovative minds and exciting new talent. The waters out there are uncharted, but we’re following our true north, just like Mike taught us.