Icebreaker Brand Identity

A new brand identity for Icebreaker

Natural-performance apparel brand Icebreaker came to us to drive brand equity and recognition, and truly own the fact that they promote a natural way of living. We partnered with them to develop their visual identity and achieve just that.


Icebreaker was founded in New Zealand and is heavily inspired by the natural beauty the country has to offer. Our objective was to develop the brand look and feel to reflect their roots as a ‘natural living’ brand, connecting with people who share the same values and beliefs as Icebreaker.

The result

We brought to life Icebreaker’s brand aspirations and their creative vision by developing more relevant brand identity principles and creating a guideline for the internal marketing teams to use for future campaigns.

The refined visual identity and creative expression will tell deeper brand stories, aiming to build their community and ultimately drive brand awareness and desirability.