Re-Brand
Style. Made in Germany.

Tags: Creative Direction, Product Design, Art Direction, Copywriting

Part of a rebranding strategy for ic! berlin, this project being a brand movie to be used online and presented in optical stores globally. The task was to create a short movie to re-introduce the brand into the market by capturing a fresh vision and emotion around the new claim ‘Style. Made in Germany’.

Our approach was to engage the viewer through poetic movements and relationships between nature, product, and human. By intertwining these 3 key elements the vision was to create an intimate connection towards the brand and confidence in the consumer to embrace their personal style. Intriguing steps in the production process are captured to instill the brands manufacturing heritage along with its deep connection to materials and quality. This curation of subject matter is delivered with measured momentum and makes for an atmospheric experience.

Behind the scenes

Brand Book & Campaign

I was also responsible for a new brand book and campaign that would be launched alongside the movie. The brand book was printed to be made available at eyewear fairs and in optical stores, as well as being sent out as an interactive pdf to customers. The main objective was to communicate the brands heritage, future vision, product features and production quality.

The campaign acted as an extension of the movie, the imagery aimed to encapsulate the same emotion and would advertise a wide range of eyewear styles ranging from classic best sellers to new generation design pieces. The campaign was featured in selected optical stores worldwide on pos material.