Fashion brand Tigerlily launches new brand identity and Resort ’20 campaign via Three60

After almost 20 years retailing, global Australian brand Tigerlily has revealed an exciting new brand direction developed by Three60.

Celebrating the evolution of the brand throughout the years, Tigerlily has boldly released an eclectic, new and modern wordmark which reflects the adventurous, globe-wandering spirit of the Tigerlily woman. The wordmark plays part in the wider re-branded identity, which will be rolled- out internally across all retail stores, wholesale partners, online and across all social platforms.

Says Chris Buchanan, CEO, Tigerlily: “Tigerlily feels like it has travelled the world and it is inviting us to come along on holidays. And, as we expand into new markets and grow with our consumer, comes a refreshed look and perspective for the brand.

“She is a curious explorer with an adventurous spirit; a dreamer enchanted by discovery who lives for the experience. Each collection we create is aspirational but accessible for women, who embrace curiosity for exploring the new things.”

In conjunction with the rebrand, which was a year in the making, Tigerlily has launched a sophisticated yet playful Resort’20 campaign to celebrate its new identity. Inspired by the tropical holiday vibe of 1960s Hawaii, the Tigerlily campaign embodies the essence of its core customer – a passionate dreamer and experience-seeker with an unapologetic love for life.

The resort campaign, starring model Aude Mangharamand lensed by fashion photographer Duncan Killick, was shot in the tropical surrounds of Ewingsdale – Byron Bay and showcases the collection’s vibrant prints, effortless silhouettes and covetable holiday accessories.

Tigerlily, which now offers four ready-to-wear collections and four holiday edits per year, is also strengthening its efforts in becoming a leader in sustainability and ethical fashion, offering a transparent supply chain and incorporating recycled fabrics and environmentally responsible processes into its swimwear and seasonal collections.

Earlier this year, Tigerlily appointed Lesleigh Jermanus as head designer, who has big visions for the brand. Due to launch her first collection in Pre-Fall’20, Tigerlily customers can expect a conceptual yet authentic approach to design.

In Australia, Tigerlily operates 26 standalone retail boutiques and continues to expand globally with: Selfridges –UK, Shopbop –US and Bloomsdale –Dubai, among its growing list of distributors.

In the countdown to re-brand, Tigerlily wiped its Instagram account of 4,300+ images, with a following of 331,000. The new brand identity can be found across all of its own platforms, including: www.tigerlily.com.au, Facebook, Instagram – @tigerlily, and using the hashtag #TLWoman.

Three60 were engaged for the rebrand, transforming and redefining the brand as we know it.

In January 2019, Three60 were appointed by Tigerlily CEO Chris Buchannan to join him on a brand transformation journey to help redefine the way Tigerlily was perceived internally and externally.

Says Dellano Pereira, creative director, Three60: “Over a period of a several months, Three60 worked very closely with the design and leadership team at Tigerlily to deep dive into the brand’s reason for existing. The output of these intensive brand workshops informed a series of strategy deliverables which lead to the creation of an inspiring new brand platform; one that would radically shift how the brand told their story to the rest of the world. November 19th heralds a new and exciting journey for the brand. A new contemporary identity, a meaningful tone-of-voice and a visual language designed to inspire. It’s exciting times ahead for Tigerlily, and we are truly honoured to be part of their bold new adventure.

“I remember thinking to myself, after the very first conversation I had with Chris, it was so refreshing to talk and strategise with a CEO who understands the currency of experience. It’s where most brands these days fail. Experience is the only valid driver that creates a sense of truth in a consumer’s mind. Without a meaningful customer journey design, and without a considered execution plan to realise the experience, brands lose the relevance battle. The principal is simple, as a brand, if you don’t invest in your customer, then why should they invest in you?”

Campaign
Model: Aude Mangharam
Styling: Caterina Scardino
Styling Assistant: Suzannah Snow
Grooming: Amanda Reardon
Grooming Assistant: Chelsea Brown
Photographer: Duncan Killick
Photographer Assistant: Daryl Orillaza
Digi Tech: Sheree Porter
Videographer: Didier Kasjan
Art Direction: Three60
Production: Lauren Loughnan

Content
Model: Harmony A’Bell
Model: Aude Mangharam
Grooming: Amanda Reardon
Grooming Assistant: Chelsea Brown
Photographer: Duncan Killick
Photographer Assistant: Daryl Orillaza
Digi Tech: Sheree Porter
Videographer: Didier Kasjan
Art Direction: Three60
Production: Lauren Loughnan