Brand definition and brand book fashion retailer


Fashion retail brand Blue Illusion has great success growing to 70 stores around Australia, designing, manufacturing and selling clothes to stylish 50+ women.

A brand with a rich DNA, Blue Illusion had arrived at the point where the size of the business was diluting comprehension of the brand within the organisation and the way the brand was brought to life.

We worked with the Blue Illusion founders and their team to identify and express the essence of the brand, building layers of definition around what makes the Blue Illusion brand unique in the market. The new found clarity has swept through the business, inspiring the next generation of internal stakeholders.


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