Soft Republick
A new brand for Wall’s
A new brand for Wall’s
We were appointed as the agency to develop a new brand to sit within Wall’s Ice Cream portfolio. We worked with a dedicated Unilever team given license to ‘think and act like a start-up’.
This collaboration developed the overall Soft Republick brand strategy from positioning, customer profiling, digital and physical communications, coming together as the complete brand experience.
Where art meets Ice Cream
Setting out to disrupt and energise the global soft ice market, with the concept ‘Where art meets ice cream’. The brand concept aims to provide a vibrant, positive force for good in unsettling times – bringing local communities together over the simple joy of ‘Messy Creativity’ in the form of the delicious artistic medium of soft ice & unrestrained toppings.
A unique typeface
As well as a crafted logotype, exclusive photography and illustrations, we created and developed a custom bespoke type family that plays a key role in Soft Republicks brand identity.
The font features three styles alternating through random programming, giving it a playful yet measured design. The font-alternates allow each typographic lock-up to feel different to the last.
Bringing it to life
Initially trialled as a pop-up in London’s Spitalfields, this ice cream revolution is now being scaled-up across the globe.
For the simultaneous launch in global markets, Brighton in the UK and Istanbul in Turkey were selected as the locations to develop the ‘ecosystems’ – with the strategy of launching, evaluating and adapting the flexible brand model in live sites, in order to provide a solid base for potential future expansion.
A brand with purpose
As part of the brand concept, we worked on ways to introduce local relevance. With the aim to inspire creativity and encourage self-expression, we created a brand experience that supports local creative talent. We did this by implementing a free space within the stores to promote local talent. Brighton artist ‘Pinky’ was the first to take over the space with fantastic results.
Social Strategy
Soft Republick really took to social media, bringing in plenty of followers and becoming a hit with influencers and bloggers. We set a launch strategy that built over time and got people talking about the brand.
“I-AM was the perfect partner to help us create a sophisticated and innovative brand experience, with flexible assets that could travel across soft republick’s ecosystem.”
