Iceni had created one of the best period-wear products available. The product was particularly strong for athletes. But the brand was struggling to communicate and reach a target audience, as well as create partnerships. It didn’t have the right attitude and was failing to engage its core audience. The brand asked 6EZ to help reshape it to help realise its true potential.
Whilst the Iceni brand was in need of a complete reset, what it did have was a great starting point in terms of its name and the story behind it. We went back to basics and started over, using the story of Boudica and the Iceni Tribe to shape our thinking. What was created was a digital / social focussed brand that was designed to engage a core audience of digital savvy 21-30 year old women with a focus on using the brand to build and engage ‘the tribe’.
Alongside new brand values, the focus was on creating a new visual identity and tone for the brand that could be used across all aspects of communication. This included a complete redesign of .com and a new style for social and digital comms as well as the creation of new design assets based on consumer feedback.
The final element was using our extensive contacts to create new official partnerships that helped to showcase the elite nature of the product. Partnerships were created across a range of sports including with England Rugby League, The Blaze and several top football clubs.