Why Plan?
To connect with millennial and Gen Z consumers, Blackberrys launched Urban Blackberrys — a casualwear brand built to speak their language. We positioned it around a powerful insight: this generation thrives on exploration, not pre-defined paths. “Why Plan” became the brand’s call to action — encouraging freedom, spontaneity, and self-discovery. With a bold visual identity, immersive in-store experience, and a unified brand system, Urban Blackberrys quickly became the fastest-growing brand in the Blackberrys portfolio — and gave the mother brand a youthful edge.
