A new visual brand identity for Icebreaker

Natural-performance apparel brand Icebreaker came to us to drive brand equity and recognition, and carve a market niche as a brand which promotes a ‘natural way of living’. We partnered with them to develop their visual identity to do just that.


Icebreaker is an authentic brand, founded in the natural world of New Zealand. Whilst this is important to the brand, Icebreaker are much more than that.

Our objective was to develop the brand look and feel to reflect the direction as a ‘natural living’ brand, connecting with people emotionally 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.