THE 'I' WITHIN THE 'I'
A new brand expression was now required that could highlight the philosophy and the vision. The objective was to widen the scope of 'intimate' and enable it to be a representation of a mindset more than a product line. It was about representing the private reflections of one's persona that truly belonged to one's self and enable expressions around it.
The 'I' within an 'I' metaphor was to explore this journey of self discovery and celebrate intimate conversations with self. While the expression had to be gender neutral in spirit, the female form was used to communicate beauty and sensuality.
The positioning 'beautiful inside' yet again reinforced the context and could be easily used to depict intimate wear in general. The distinct expression thus created would ensure carrying forward the legacy and build IIFW into a truly global fashion platform. One that could absorb many ideas within and create a variety of experiences going forward.
All distinct properties were unified in the same vibration. Colours were assigned to each to drive identification. This enabled us to give each property a sense of distinction while still belonging to the umbrella brand IIFW.
A photoshoot was conducted for the brand campaign that reflected the new branding philosophy, its tone of voice and its confident posture. The campaign was to be the mean of celebrating one's self, in a bold and unapologetic manner.
In order to widen the reach of IIFW, we recommended that it be made into a multi-city format, where IIFW would present itself to a discerning audience from the city in a comfortable and casual setting. The idea was to enable engagement and spark conversation around intimate wear. IIFW NXT came into being, taking the essence of IIFW to newer destinations and forging new relationships.