The Amie brand sprung from the loss of the Esprit license in New Zealand. So the market was loyal and well defined – think Esprit buyers. The brief for Amie was simply ‘the same but different’. We developed a strong, simple, elegant wordmark, with a dozen subbrands targeting segments within the customer base. The scope of the project was huge, covering everything from naming to in-store imagery, masterbrand to swing tags, zipper pulls to stitching, website to advertising.