An iconic local brand has revealed it is in the midst of a re-brand and expansion, as it prepares to mark a significant milestone.
Australian label Emu Australia has confirmed it is set to introduce a new logo, packaging and three new categories as it gears to celebrate its 20th anniversary in October this year.
Emu Australia international marketing manager Coel Dart said the refresh will support brand's new creative direction 'Ever Natural', with the brand's three new lines inspired by city, beach and meadow concepts.
“The 'Ever Natural' concept is a refreshed creative direction for the company that will be embraced through everything we do.
"The Ever Natural direction respects Emu's heritage as a leading innovator in Australian sheepskin and Merino wool and allows the brand to explore footwear and apparel concepts in new natural materials, which embrace a finer sense of comfort and beauty,” he said.
“This evolution is supported by a refined footwear and apparel collection created with all-natural materials and we will develop new product categories within footwear, apparel and accessories.”
Dart confirmed that the new categories will be in addition to the collections traditionally offered, with the first new collection (footwear) to comprise of 31 new and refined looks in a range of muted colours.
The City, Beach and Meadow collections are set to drop globally from August 2014, with a pull forward selection available across Australia and New Zealand from April.
New product categories for apparel will also be introduced to sit alongside the brand's waterproof footwear offering, with an expansion of its accessories collection, made from new natural materials, also on the cards.
“Everything has evolved, from our brand logo, to the brand sign off on our products, our packaging and messaging,” Dart said.
“Ever single product in Emu's collection has been re-contextualised.”
The new Emu Australia logo and brand refresh is currently live on the brand's website, with the refreshed packaging to roll out in stores from April.
According to Dart, further activations for the brand are also planned as part of its 20-year milestone, with these initiatives to be announced closer to its October anniversary.