Design agency Pacifica have masterfully put together this new brand identity design for retail giant Zippy. Zippy is a well-established clothing label with over two decades of retail experience. It's an optimistic, dynamic and innovative family brand which develops affordable clothing for kids aged 0 to 9 years old.
The new brand captures the dynamic qualities of the business through extensive use of strong color, shapes and finishings. It's a powerful and extendable design system which is both own-able and engaging. The approach explores geometric shapes originating from the logo’s rectangle. Solid shapes complement and characterise the brand’s environment creating a strong playful personality.
One of the best expressions of the new design is the brand book itself. It has 3 different covers that explore multiple compositions and reveal various textures, shapes and designs. The book allows each reader to experience the content in different ways, through various layouts and die-cuts that open the possibility of interaction. There is also a removable 'manifesto' which doubles as an inspirational poster for those who work with the brand.
The principles in the book are carefully presented to the reader in different ways, the design approach highlights the importance of understanding the brand and learning how to communicate in ways that support the Zippy philosophy.
The design and tone of the book is intended to engaged with both internal and external users - basically anyone that writes, rewrites, oversees, lives, and interprets Zippy brand - there is something that will connect with everyone. It's a highly interactive and effective means of communicating the brands personality and values - something most large brands will be envious of.
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