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
Omnicom agencies are committing to move beyond the binary to mark International Pronouns Day as part of Open Pride, a global employee resource group committed to inclusion and diversity. As part of the initiative, Omnicom agencies, including DDB, PHD and Clemenger Group, have committed to ensuring all policies promote gender-inclusive language and have encouraged staff […]
As part of Lions Live in June, Lions Live challenged under 30s with a brief in partnership with the World Food Programme. It was free to enter, and nearly 1,000 young adlanders entered. It was such a success, Lions Live plan to run a second competition during Lions Live this week. This time the brief […]
Festival for business and creativity, Pause Fest, has confirmed the event will run in 2021 – and will be its biggest to date. The 11th Pause Fest – named Changes – will migrate from its Melbourne home to the online world for the first time, running 1-12 March 2021. “Pause Fest has always been at […]
Shutterstock today announced the highly anticipated addition of Editorial Video, a new premium, full-service editorial video offering that is now available for license. Critical Past, Celebrity Footage and Viral Hog are just a few of the new partners who will distribute their engaging video content worldwide through Shutterstock’s Editorial Video. In addition, current partners’ epa […]
Today at Adobe MAX, Adobe unveiled significant innovation across its Creative Cloud applications and services. In addition to ground-breaking new features like Neural Filters in Photoshop, the company released major updates to its flagship applications including Lightroom, Premiere Pro and Illustrator. Adobe also underscored its commitment to accelerating the development of mobile and multi-surface apps, with […]
Cat litter brand, Breeders Choice, produced by FibreCycle, has made a bold move to get pet owners caring more about cats’ waste with a series of animated videos featuring a new tagline and a full marketing program. The “Choose Better, Choose Ginger” campaign launched this week via a unique collaboration of independent Melbourne agencies led […]
To mark a twenty-one year milestone the iconic Victorian ice cream brand, Timboon Fine Ice Cream, has revealed a modernised new look for their take home tubs. Tim Marwood, third generation farmer and founder of Timboon Fine Ice Cream, explains why the anniversary provoked the upgrade. “There’s not too many small family rural based ice […]
Bendigo TAFE and Kangan Institute have launched their latest advertising campaign titled, Our Heroes, which is a celebration of the role their students play in the community. “Within a few short years, our students are building our houses, nursing our sick, fixing our cars, caring for our children and pets, designing our clothes – all […]