Silverdale – A Brand Story Back
Revitalise an iconic Kiwi knitwear brand by telling the story of its proud heritage and obsessive attention to the finer details.
Started back in 1946, Silverdale knitwear remains an icon in the New Zealand fashion industry. Over time however, the brand had started to wear the perception of ‘old establishment’. Warren, Silverdale’s CEO, approached Tardis with a set of clear business objectives: Firstly, to revitalise this legendary brand, help it connect with an emerging younger audience and strengthen its relationship with its existing loyal customers. Secondly, to bring to life a new fashion-focussed women’s knitwear range designed specifically for a younger market.
With a reputation built on quality, fine detail and heritage, the Silverdale brand revitalisation strategy focussed on emphasising and celebrating their story, expressing them in a deliberately understated yet obsessively crafted fashion, and designing brand touch-points that invited people to both discover and rediscover them.
As an extension to this, the female fashion focussed brand Nineteen//46 was also developed, its name honouring the year Silverdale was established. Nineteen//46 looked to capture the spirit of that time in history, the year after WW2 – a time that will forever be a symbol of liberty, freedom and optimism. Life was given back to everyday people and they were again free to follow their dreams, hearts and passions. The world was starting anew. Chic, smart, spirited and liberating, Nineteen//46 allows women the freedom to be themselves.
Working closely with Warren’s dedicated team to craft a range of new brand communications and creative, the resulting Silverdale and Nineteen//46 brands have been received with great enthusiasm and excitement, especially by their key retailers.
Brand Strategy, Brand Development including collaboration on naming, Visual ID, Campaign Development, Online, Print, Image Grading.