Ana Johnson & Kisu x PUKY
Winner
Excellence in Brand Strategy and Creation
Brand Strategy of the Year
Credits
Company / Customer
Details
With the "Modern Roots" initiative and a new purpose-driven approach, PUKY marks a milestone in its brand evolution. Through a limited edition in cooperation with influencers Ana Johnson and Kisu, the heritage brand bridges the gap between its tradition and the reality of modern families. PUKY leverages contemporary content marketing: using ASMR and stop-motion, the product moves into the center of an active community, clearly standing out from traditional showcases. The result is a unique brand presence that combines social relevance with emotional storytelling.
The Jury‘s Statement
PUKY faced the task of repositioning a brand that was emotionally established yet also perceived as traditional for families today. The project combines a clear purpose, a contemporary evolution of the visual identity and a social media strategy that does not merely use reach, but integrates it in line with the brand logic. The limited editions with Ana Johnson and Kisu translate this repositioning into a format that brings together community, design and product proximity. The result is brand management that consistently aligns attitude, relevance and activation.
