Engine Group Rebrands Fashion Label Maiocchi

Engine Group Rebrands Fashion Label Maiocchi

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.


Please login with linkedin to comment

Latest News

Image lead story Domain CMO Rebecca Darley: Tealium’s CDP Allowed Us To Personalise At Scale
  • Partner Content
  • Technology

Domain CMO Rebecca Darley: Tealium’s CDP Allowed Us To Personalise At Scale

Domain’s chief marketing officer (CMO), Rebecca Darley, said that without Tealium’s customer data platform (CDP), her business would not have been able to achieve the personalised marketing success that has made it one of the leaders in data-driven marketing in Australia. Speaking at an exclusive breakfast event hosted by B&T at Sydney’s swish harbourside restaurant, […]

Partner Content

by B&T Magazine

B&T Magazine
Man of Many Partners With NBC Universal For Red Carpet ‘Argylle’ Premiere
  • Campaigns

Man of Many Partners With NBC Universal For Red Carpet ‘Argylle’ Premiere

Man of Many in partnership with NBC Universal, stages an atmosphere of elegance for Sydney premiere of ‘Argylle’ film. Independent lifestyle publication digital publication, Man of Many, has shown its innovative approach to event management in the premiere of ‘Argylle’ at Hoyts Cinema in Sydney’s entertainment quatre. Over 400 guests were included in the films […]