Our collaboration with Wall’s developed the Soft Republick brand from positioning, customer profiling, digital & physical communications, to global launch & marketing strategy, coming together as a complete pop-up store brand experience. Conceptually a vibrant, positive force for good in the world, Soft Republick brings communities together over the simple joy of ‘Messy Creativity’ expressed through the delicious artistic medium of soft ice-cream & unlimited combinations of individually assembled serving combinations.

As well as a logo crafted as an illustration, exclusive photography and graphic characters, we created and developed a bespoke custom typeface. This font features three styles alternating through random programming, allowing each typographic lock-up to feel different to the last – the overall effect giving a playful yet measured design.

Initially trialled as a successful pop-up store design in London’s iconic Spitalfield’s Market, we then took the ice-cream revolution was across the globe. For the simultaneous activation in Brighton, UK and Istanbul, Turkey, we developed Soft Republick ‘Experience Ecosystems’ to launch, localise and test the flexible brand model in live sites; all done to drive social media traffic and brand engagement without heavy advertising spend.

As part of the brand concept, we worked on ways to introduce local relevance. With the aim to inspire creativity and encourage self-expression, we created a brand experience that supports local creative talent. We did this by implementing a free space within the stores to promote local talent. Brighton artist ‘Pinky’ was the first to take over the space with fantastic results.

Soft Republick took to social media by storm, bringing in plenty of followers and becoming a hit with influencers and bloggers. We set a launch strategy that built over time and got people talking about the brand.