Repositioning in the Interplay of Reduction, Innovation, and Tradition. Modernity and Tradition.
The original corporate design from 1992 and the brand were insufficiently perceived in the market. Through the rebranding, the production of high-quality knitwear was transformed into the luxury label “Iris von Arnim,” which simultaneously opened up to younger buyer segments.
The project involved developing a new branding strategy, a new word-image mark, a new corporate design, a unique visual language, and a new online presence that sensitively translated the clarity of the corporate design and the new brand identity into the digital world.
The fashion designer’s clear and reduced signature is evident in the new brand’s appearance. The corporate colors are black, white, and varying colors in the visual language, advertisements, and campaigns. The rebranding of Iris von Arnim unfolded in the interplay of reduction, innovation, and tradition. Modernity and Tradition.
Staying MODERN always means being ready for change. Through the modern new visual language with stylistic contrasts, an opening of the brand towards a younger customer base was achieved. The agency used varying color palettes and a visual language characterized by contrasts. (Image rights: Vincent Peters)
The distinctive values of the Iris von Arnim brand include: an absolute attention to detail, perfection, passion, quality, tradition, and purposeful modern twists. These brand values were conveyed across the entire differentiated and completely redesigned brand presence.
Through the successful rebranding, the brand gained new radiance in the market. The successful family business is now represented in 200 exclusive multibrand stores and fashion houses worldwide.
The Success Story of the Iris von Arnim Brand:
“The Hamburg designer wanted to change the world of German fashion. A lofty goal. 30 years later, we look back and realize: she did it. Hard to believe, but the career of one of the most successful German fashion designers began with self-knitted sweaters that sold like hotcakes.
In 1976, Iris von Arnim opened her first boutique in Munich. Just three years later, her handmade and signed colorful collection premiered at the CPD fashion fair in Düsseldorf. Due to high demand, the production, previously done by home knitters, expanded and shifted to Italy.
However, the hand-knit character remained. Since 1985, she has been one of the first German designers to use cashmere and has focused on this luxurious material, living up to her commitment to the highest quality. At this point, the designer decided to move away from the hand-knit character.
Since 1993, in addition to knitwear, Iris von Arnim has designed a comprehensive, color-coordinated collection, known as the “Iris von Arnim Total Look.” The Iris von Arnim shop opened in Kampen on Sylt in 1998, contributing significantly to the company’s steady growth. A small accessory collection was launched in 2002.
Today, Iris von Arnim is the only traditional fashion brand for which the founder stands with her own name and also works as a designer. Her collections are available, among other places, at Maendler in Munich, Unger in Hamburg, and in the Berlin Quartier 206.”
(Sources: E L L E )
http://www.elle.de/Designer/Iris-von-Arnim_1138042.html
http://www.vogue.de/people-kultur/people-news/opening-iris-von-arnim
CREDITS: Photographs of Stills:
IRIS VON ARNIM
brand workshop
analysis
brand vision
Brand Strategy
Corporate Identity Beratung
Corporate design development
Produktentwicklung/Packaging
Repositioning in the Interplay of Reduction, Innovation, and Tradition. Modernity and Tradition.
The original corporate design from 1992 and the brand were insufficiently perceived in the market. Through the rebranding, the production of high-quality knitwear was transformed into the luxury label “Iris von Arnim,” which simultaneously opened up to younger buyer segments.
The project involved developing a new branding strategy, a new word-image mark, a new corporate design, a unique visual language, and a new online presence that sensitively translated the clarity of the corporate design and the new brand identity into the digital world.
The fashion designer’s clear and reduced signature is evident in the new brand’s appearance. The corporate colors are black, white, and varying colors in the visual language, advertisements, and campaigns. The rebranding of Iris von Arnim unfolded in the interplay of reduction, innovation, and tradition. Modernity and Tradition.
Staying MODERN always means being ready for change. Through the modern new visual language with stylistic contrasts, an opening of the brand towards a younger customer base was achieved. The agency used varying color palettes and a visual language characterized by contrasts. (Image rights: Vincent Peters)
The distinctive values of the Iris von Arnim brand include: an absolute attention to detail, perfection, passion, quality, tradition, and purposeful modern twists. These brand values were conveyed across the entire differentiated and completely redesigned brand presence.
Through the successful rebranding, the brand gained new radiance in the market. The successful family business is now represented in 200 exclusive multibrand stores and fashion houses worldwide.
The Success Story of the Iris von Arnim Brand:
“The Hamburg designer wanted to change the world of German fashion. A lofty goal. 30 years later, we look back and realize: she did it. Hard to believe, but the career of one of the most successful German fashion designers began with self-knitted sweaters that sold like hotcakes.
In 1976, Iris von Arnim opened her first boutique in Munich. Just three years later, her handmade and signed colorful collection premiered at the CPD fashion fair in Düsseldorf. Due to high demand, the production, previously done by home knitters, expanded and shifted to Italy.
However, the hand-knit character remained. Since 1985, she has been one of the first German designers to use cashmere and has focused on this luxurious material, living up to her commitment to the highest quality. At this point, the designer decided to move away from the hand-knit character.
Since 1993, in addition to knitwear, Iris von Arnim has designed a comprehensive, color-coordinated collection, known as the “Iris von Arnim Total Look.” The Iris von Arnim shop opened in Kampen on Sylt in 1998, contributing significantly to the company’s steady growth. A small accessory collection was launched in 2002.
Today, Iris von Arnim is the only traditional fashion brand for which the founder stands with her own name and also works as a designer. Her collections are available, among other places, at Maendler in Munich, Unger in Hamburg, and in the Berlin Quartier 206.”
(Sources: E L L E )
http://www.elle.de/Designer/Iris-von-Arnim_1138042.html
http://www.vogue.de/people-kultur/people-news/opening-iris-von-arnim
CREDITS: Photographs of Stills:
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