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PAREX
ABOUT THE BRAND
Parex is one of the most established footwear brands in Greece, with strong heritage in comfort footwear and wide consumer recognition. The brand had built its position through product reliability, accessibility and everyday usability.
Our collaboration focused on evolving Parex from a purely comfort-driven brand into a fashion comfort brand, combining ergonomic design with a contemporary lifestyle aesthetic that speaks to modern consumers.
Through strategic research, visual repositioning and full-scope content production, the goal was to shift consumer perception, from “functional footwear choice” to “confident everyday style choice”.
FACTS
SERVICES
STRATEGIC BRAND TRANSFORMATION
The brand evolution was built on three core pillars:
01 — Research & Brand Positioning
We conducted market research and consumer perception analysis to identify how comfort footwear could evolve into a more fashion-driven category within the Greek market.
The objective was to bridge comfort credibility with emotional fashion connection.
02 — Brand Tools & Packaging Evolution
We redesigned key brand touchpoints to support the new positioning:
• Packaging redesign
• Shopping bag redesign
• Retail visual consistency improvements
• Definition of new campaign visual language
The direction aimed to create a more premium, contemporary and lifestyle-oriented brand presence.
03 — Image & Communication Modernization
We executed a full refresh of the brand’s visual and communication ecosystem:
• New campaign direction
• Social media visual identity & content strategy
• Lifestyle storytelling instead of product-only communication
• Unified brand tone of voice
FULL CREATIVE, PRODUCTION & COMMUNICATION RESPONSIBILITY
COMMA operates as Parex’s full creative and production partner, holding responsibility for the overall brand communication image.
Beyond campaigns and productions, we support and execute any creative or communication need that arises across the brand ecosystem.
CAMPAIGNS & PRODUCTIONS
• Seasonal campaign concept development
• Campaign photoshooting & video production
• TV commercial production (TVC)
• Radio campaign production
DIGITAL & SOCIAL ECOSYSTEM
• Social media strategy
• Always-on content production
• Campaign digital adaptations
INFLUENCER & CULTURAL PLACEMENT
• Influencer marketing strategy
• Collaboration selection & supervision
• Content creative direction
GRAPHIC & BRAND COMMUNICATION SUPPORT
As part of the overall brand responsibility, we continuously support any communication or graphic need, including:
• Collection catalogues
• Trade & wholesale materials
• Retail applications
• Promotional & campaign graphics
• Digital & e-commerce visual support
The collaboration operates under a full brand guardianship philosophy, ensuring visual and communication consistency across all consumer touchpoints.
RESULT
The collaboration supports Parex in transitioning towards a new market positioning :
Transforming from a comfort necessity into a fashion comfort lifestyle brand.
Parex today communicates comfort as confidence, movement and modern lifestyle expression, while maintaining the accessibility and trust that built the brand.
CAMPAIGNS
Development and production of campaigns focused on evolving Parex brand image from comfort-only positioning to a modern, fashion-driven brand presence, combining product comfort credibility with contemporary visual aesthetics across all communication channels.
FW 23 - 24
SS 24
SS 25
FW 25 - 26
TECHNOLOGIES
Development of naming, visual identity and communication systems for Parex footwear technologies, designed to enhance product differentiation and clearly communicate the brand’s competitive advantages across product, packaging and campaign communication.
BRANDING
Design and redesign of core brand applications including shopping bags, packaging systems and shoe tags. Development of consistent visual branding across product, retail and communication materials, supporting brand recognition and commercial presence.
