EN / IT
ICEPLAY is a dynamic and contemporary fashion brand renowned for its bold and innovative approach to apparel. Founded with the goal of revolutionizing the concept of luxury streetwear, ICEPLAY stands out for its vibrant, cutting-edge collections that resonate with a young and fashionable audience. ICEPLAY’s challenge was to solidify its brand identity and effectively communicate its unique values and aesthetic to a global market.
The brand book was designed as a foundational tool to define the brand’s visual identity, including detailed guidelines on the logo, color palette, tone of voice, typography, and visual applications.
Each element was carefully considered to ensure consistency and recognition across all brand communications.
Concurrently, Garage Raw developed a branding video that encapsulates the essence of ICEPLAY through powerful imagery and compelling narratives. The video, characterized by a vibrant pace and cutting-edge cinematography, was designed to capture the audience’s attention and strengthen the emotional connection with the brand.
The project’s objectives were clear: to solidify ICEPLAY’s identity, increase brand recognition, and create a cohesive narrative that could be utilized across all communication platforms. Garage Raw adopted an integrated strategy, combining a solid theoretical foundation with high-level creative execution.
The brand book provided ICEPLAY with a detailed roadmap for brand communication, ensuring consistency and authenticity in every interaction with the audience. The branding video, on the other hand, had an immediate and significant impact, enhancing the brand’s visibility and creating a strong emotional connection with the target audience.
For Ice Play we created a company profile which also includes an in-depth analysis of the brand guidelines. The document first produced a general overview of the brand and an analysis of the positioning and style of the collections. Secondly, it defined the guidelines in terms of color palette, typography and use of the logo at 360 degrees, both with regards to sales, packaging and merch, and with respect to all aspects of digital communication.
