IBEX: REBRAND
For my Capstone project for my Fashion Degree, I rebranded a pre-existing clothing company that aligns with my values. Ibex is a Merino Wool outdoor clothing brand that sells layering and outerwear for all weather conditions. The brand itself is complex and has the potential to be a huge competitor with brands like Smartwool and Icebreaker. However, it is currently lesser known in the outdoor clothing space. This rebrand contains packaging design, logo design, selection of key products, and overall brand guidelines. This is packaged into a Brand Book.
My goal with rebranding is to give Ibex a strong and recognizable brand identity, to assist with building a larger consumer base that stays loyal to the brand. I want the brand’s identity to be familiar and supportive, like a friend you go hiking with.
I believe with any clothing brand, but especially in outdoor clothing, environmental sustainability should be at the forefront of the brand’s choices and identity. A lot of choices being made in this rebrand are to highlight Ibex’s sustainability. Merino Wool is the future of producing environmentally sustainable outdoor clothing.
The branding included in-depth target market research, I aimed to create this rebrand with specific customer values in mind. It also included newly designed copyright, brand colours, and brand imagery. To highlight Ibex’s commitment to the environment and longevity of their clothing, the rebrand also included added post-purchase services.
Please reach out if you are interested in seeing my process work!
BRANDING
For this rebrand, I planned and executed 3 photoshoots to create new brand imagery. I based my photoshoots on the idea of “Sea to Sky.” I had a walk along the river shoot, a casual coffee in the city shoot, and a hike up elevation shoot. Displaying its use from river, to city, to mountaintop, emphasizing the versatility of the product.
FASHION PHOTOGRAPHY
In addition to directing and executing all of the photography in this book, I led the coordination of outfits and brought my concepts to life under the time constraints of being on set.
TREND RESEARCH
Environmental sustainability remains a guiding pillar in all of my work. The Ibex brand already provided a lot of foundation when it came to being environmentally and socially sustainable, and through this rebrand, I wanted to highlight and make it more apart of their brand identity.
SUSTAINABILITY DESIGN
Everything written in this brand book is original copywriting done by myself.
COPYWRITING
REFLECTION
This rebranding project taught me the work that goes into a brand’s identity, from the brand’s voice, to colours, to community. Through creating a brand book to encapsulate the rebrand, I was able to practice my editorial and page design skills. Moreover, I had independently planned and executed multiple photoshoots and logo editing sessions. I planned and executed a brand identity from colours, logo design, typography, brand image, brand voice, values, services, and physical products. Each component of the capstone project has allowed me to tap into practices that I had experienced in other prior coursework. The Project was beneficial in my mastery of the skills that I had learned throughout university. Further, the project itself allowed me to practice skills that are essential for life after graduation. I managed time efficiently through meticulous planning of photoshoots, decision-making on particular product designs and selection of typography, logos and brand image.
anniemaemalpass@gmail.com