Tigerlily reveals its new brand look in Hawaiian-inspired resort campaign
Australian fashion brand Tigerlily has launched its new branding which it said “reflects the adventurous, globe-wandering spirit of the Tigerlily woman”.
The new branding has rolled out with Tigerlily’s Resort 2020 campaign, which was created by Three60 and shot in Byron Bay by Duncan Killick.
The campaign aims to capture the essence of a 1960s holiday in Hawaii.
Tigerlily CEO, Chris Buchanan, explained the motivation behind the rebrand.
“Tigerlily feels like it has travelled the world and it is inviting us to come along on holidays. And, as we expand into new markets and grow with our consumer, comes a refreshed look and perspective for the brand,” Buchanan said.
“She is a curious explorer with an adventurous spirit; a dreamer enchanted by discovery who lives for the experience. Each collection we create is aspirational but accessible for women, who embrace curiosity for exploring the new things.”
Three60 was also behind the rebrand. Creative director, Dellano Pereira, said it was a radical shift.
“Over a period of a several months, Three60 worked very closely with the design and leadership team at Tigerlily to deep dive into the brand’s reason for existing. The output of these intensive brand workshops informed a series of strategy deliverables which lead to the creation of an inspiring new brand platform; one that would radically shift how the brand told their story to the rest of the world,” Pereira said.
“November 19th heralds a new and exciting journey for the brand. A new contemporary identity, a meaningful tone-of-voice and a visual language designed to inspire. It’s exciting times ahead for Tigerlily, and we are truly honoured to be part of their bold new adventure.”
The new branding for Tigerlily
Pereira also said it was refreshing to work with a brand that understood the importance of customer experience.
“I remember thinking to myself, after the very first conversation I had with Chris Buchanan, it was so refreshing to talk and strategise with a CEO who understands the currency of experience. It’s where most brands these days fail. Experience is the only valid driver that creates a sense of truth in a consumer’s mind. Without a meaningful customer journey design, and without a considered execution plan to realise the experience, brands lose the relevance battle. The principal is simple, as a brand, if you don’t invest in your customer, then why should they invest in you?” Pereira said.
The new brand identity will roll out across Tigerlily’s retail and wholesale stores, online and social media.
Credits
Campaign
Model: Aude Mangharam
Styling: Caterina Scardino
Styling Assistant: Suzannah Snow
Grooming: Amanda Reardon
Grooming Assistant: Chelsea Brown
Photographer: Duncan Killick
Photographer Assistant: Daryl Orillaza
Digi Tech: Sheree Porter
Videographer: Didier Kasjan
Art Direction: Three60
Production: Lauren Loughnan
Content
Model: Harmony A’Bell
Model: Aude Mangharam
Grooming: Amanda Reardon
Grooming Assistant: Chelsea Brown
Photographer: Duncan Killick
Photographer Assistant: Daryl Orillaza
Digi Tech: Sheree Porter
Videographer: Didier Kasjan
Art Direction: Three60
Production: Lauren Loughnan
is this a puff piece for the CEO, or the brand? It’s unclear.
And to the moving pictures guy, “Experience is the only valid driver that creates a sense of truth in a consumer’s mind. Without a meaningful customer journey design, and without a considered execution plan to realise the experience, brands lose the relevance battle.”
Can you explain how a new logo and 60 second film achieve the aforementioned experience & journey points ?
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