The Gina Tricot concept was initially created in 1997 by Elsa at Lowe Brindfors
ad agency. It ranged from visual identity and logotype to broad campaigns.
After that Elsa Lokrantz was entrusted to continue working with the brand.
We launched the first tvc’s in 2004 and Gina Tricot quickly expanded on a big scale, first in Sweden but later also internationally. Mainly thanks to the successful ”Pernille look” - a new way of putting motion into
below-the-line communication. Lokrantz & Co were up until 2008 responsible for all communication in TV, print, digital media and retail. By then Gina Tricot was the fastest growing clothing retail chain in Sweden.