It was a collaboration of women when popular Brisbane fashion label Maiocchi teamed up with Engine to not only reposition the brand but to inspire all women to wake up and decide that today will be a day to remember.
The major rebrand of the fashion label includes a new brand idea, logo and in-store experience – all the way down to swing tags and bags.
Engine managing director Tim Weger said the positioning created – ‘Today is the day’ is an excellent encapsulation of an insight led strategy.
“Our strategy encourages woman to love themselves and feel confident, any day of the year” he said.
Engine co-creative director, Merrin McCormick said customers see Maiocchi designs as ‘special’ and suitable for special occasions. We wanted to reposition every day as a special occasion worthy of a Maiocchi frock.
“We wanted to give women permission to play dress-up and enjoy the pleasure of Maiocchi’s beautiful fabrics, flattering lines and quality finishes any day of the year” Merrin said.
Engine co-creative director, Kory McAvoy said working alongside owner and designer of Maiocchi, Deanne Mayocchi was a wonderful collaborative experience for us.
“We really love what Deanne’s designs do for women, and it was really important for us to create a look and feel for the brand that encapsulated all of that beauty, lightheartedness and confidence” Kory said.
The new brand was unveiled and celebrated with customers at a VIP event hosted at Maiocchi’s Paddington store last night and will begin to roll out in the digital space, through social and via POS and in-store.
To view the re-launch video click here.