Boys’Co

It’s a Guy Thing

Boys’Co (short for Boys’ Company) has been a Vancouver icon since the 1980’s. Specializing in upmarket men’s attire, the company built a huge and loyal following, due in part to an uncompromising philosophy to bring affordable, innovative fashion to a highly receptive, adventurous market.

Juice developed the brand iconography, along with its famous tagline: It’s a Guy’s Thing. This was the license to advance the brand along highly irreverent, fun, and surprising communication avenues. Always looking to disrupt, entertain and drive traffic into stores. The scope of Juice’s involvement included website development, cinema ads, outdoor hoardings, guerilla marketing – as well as supporting Boys’Co associates via brand presentations to understand how the brand persona needs to be driven at store level.