We developed a brand concept for Groovie Monkey. It involved a comprehensive understanding of their business, market research, defining brand identity, establishing a unique selling proposition, and crafting brand messaging and values. This work aimed to create a strong and distinctive brand presence, focusing on resonating with the target audience. The end result is a well-defined brand concept that can serve as the foundation for all future marketing and communication efforts, aligning with the client's vision and differentiating their brand in the market.