The Process

When choosing a company that was in need of a rebrand, my group and I wanted to differentiate ourselves from the competition, so we decided to go with Icing, a long-forgotten store owned by Claire’s. Similar to its parent company, Icing was originally created to cater to tweens and teens, but with a little more maturity. In recent years as tween culture and brick-and-mortar stores at the mall have lost momentum, brands like Icing have suffered, so we decided to give the company a facelift. Our rebrand process began with figuring out who Icing’s competitors are, and how the dying brand could appeal to the same target market. As a result, we created a new logo and font for Icing along with a new color palette that appeals to teen girls and young adult women in 2022. Our next feat was developing new product offerings from Icing ranging from customizable jewelry in our “Ice Yourself” line and a men’s line to target a new demographic. Additionally, we decided that a collaboration with a celebrity would help to drive sales, so we chose Ice Spice because of her stage name and her meteoric rise to stardom over the last year and a half. The final step to our rebrand was figuring out how to bring merchandise to customers when the popularity of brick-and-mortar stores is decreasing. Since festivals are extremely popular with members of Gen Z, we decided to create a truck that could do a pop-up jewelry event at Coachella.