Icebreaker 

Icebreaker pioneered a completely new category in recreational lifestyle apparel and has since succeeded in creating a significant 'tribal' following worldwide. BRR was engaged to assist with the development of an initial 'soft adventure' brand strategy through to product naming and architecture. BRR developed a brand storyline, advised in the development of the initial design concepts and early graphic direction.

The nationality content, high country romance and clever Merino sheep qualities add to the richness of the story of people and their kinship with nature. The natural fibre positioning in the face of cheaper synthetics won out as a result of a continuing effort to communicate the unique properties of Merino wool. The company has become strong in its internal design and marketing capability with a sound appreciation and 'reverence' for its brand.

In this category the price points have more than trebled as a result of superior product development and marketing efforts. Icebreaker is now sold in 1600 stores across 22 countries.

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