Project Overview
We Roam is a modern lifestyle fashion label built around a love for the ocean and outdoors. We Roam embraces the spirit of the great Australian outdoor life with a premium fashion range specifically designed for the harsh Australian heat. The former We Roam brand language was tired and no longer reflected the contemporary textiles, design and ethos of the brand.
Project Commissioner
Project Creator
Team
Bridie Cowell - Founder
Amber Bonney – Strategy and Creative Direction
Brian Llagas – Design Director
Stephanie Bradley - Designer
Stephanie Bradley – Illustration
Stephanie Bradley - Copywriting
Project Brief
We Roam engaged The Edison Agency to develop a brand mark and visual language system that was contemporary, lifestyle-led and flexible enough to move and grow with the brand as it expands its offer across a broader apparel line and discerning female consumer. The brands current system while youthful and naive, didn't reflect the modernity and sophistication of the brands future fashion lines, investment in textile design and portfolio expansion beyond children's wear.
Project Innovation/Need
The brand was expanding its offer to include new apparel lines building on its established and well-loved children’s range. The We Roam brand is looking to cement itself in the Australian fashion industry through contemporary design and brand language with a strong e-commerce presence and growth through their premium retail partners.
Design Challenge
The Edison Agency worked with We Roam founding partner to help establish the brand’s vision for the future. The identity solution is a distinctive and modern brandmark that doesn’t overshadow the beauty and character of the brands distinct textiles – allowing the product to be the hero as it changes from season to season. The interlocking “O” and A” evoke the idea of a setting sun — the horizon line connecting to the “A” suggestive of Australian landscapes. The typographic language is expressive and free – adding energy and playfulness to compliment the simplicity of the mark. As a brand that is inspired by the great outdoors, Edison created a brand toolbox of shapes and textures reflective of nature — organic, warm and uneven shapes that move dynamically throughout the brand communications allowing the colour palette to evolve with each seasons collection.
Effectiveness
Reflecting the We Roam ethos to ‘LET THEM ROAM FREE’, the relationship between the beautifully crafted brandmark and the organic visual language has captured the brand’s purpose to bring joy and happiness to the audience’s outdoor adventures.
Since relaunch in late 2018, the We Roam business has secured prominent new Australian retailers with strong demand for their 2019 season range and is seeing a significant rise in international retailer enquiries seeking to stock their unique Australian label. Onwards and upwards for We Roam!
Graphic Design - Identity and Branding - Lifestyle
This award celebrates creativity and innovation in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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