Crocodile is established in 1947 and has developed into a successful business for fashion wear and accessories. Over the course of time, the name has grown to be known as a shirt brand for business men. However, this alienates the new generation of spenders and limits future expansion. Working with the client, we have realigned the label with a new brand strategy and communications to create a shift in its business focus and retail direction so as to stay relevant and competitive in future markets.