Iconic Aussie Fashion Brand Tigerlily Unveils Brand Relaunch Via Three60

after almost 20 years of retailing, global Australian Fashion brand Tigerlily has revealed a new brand direction.

Tigerlily has released an eclectic, new and modern wordmark which reflects the adventurous, globe wandering spirit of the Tigerlily woman.

The wordmark plays part in the wider re-brand identity, which will be rolled out internally across all retail stores, wholesale partners, online and across all social platforms.

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Three60 were appointed by Tigerlily CEO, Chris Buchannan to join him on a brand transformation journey to help redefine the way Tigerlily was perceived internally and externally.

Three60 creative director Dellano Pereira said: “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.”

Periera added: “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.”

He continued: “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?”

In conjunction with the rebrand, which was a year in the making, Tigerlily has launched a sophisticated yet playful Resort’20 campaign to celebrate it’s new identity.

Inspired by the tropical holiday vibe of 1960s Hawaii, the Tigerlily campaign embodies the essence of its core customer – a passionate dreamer and experience-seeker with an unapologetic love for life.

The resort campaign, starring model Aude Mangharam and lensed by fashion photographer Duncan Killick, was shot in the tropical surrounds of Ewingsdale – Byron Bay and showcases the collection’s vibrant prints, effortless silhouettes and covetable holiday accessories.

Earlier this year, Tigerlily appointed Lesleigh Jermanus as head designer, who has big visions for the brand. Due to launch her first collection in Pre-Fall’20, Tigerlily customers can expect a conceptual yet authentic approach to design.

In Australia, Tigerlily operates 26 standalone retail boutiques and continues to expand globally with: Selfridges – UK, Shopbop – US and Bloomsdale – Dubai, among its growing list of distributors.

In the countdown to re-brand, Tigerlily wiped its Instagram account of 4,300+ images, with a following of 331,000.

The new brand identity can be found across all of its own platforms.

Campaign 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

Styling: Les Leigh & Lauren