G+G was engaged by the Rafaella Company, a division of Cerberus Capital, to re-invent and re-energize the Rafaella brand. Based on the creation of an underlying "Form + Function" positioning that leverages the brands legacy of making "The World's Best Fitting Pants," G+G created four sub-brands in order to capture white spaces in the market. The new brand positioning is being brought to life at all customer touchpoints, from retail, to product packaging, to the brand campaign.