Old Version
New Version
The opportunity
Improve Icebolethu’s visual identity and thus cement it’s position as one of the top funeral brands in South Africa.
The goal of the brand refresh aimed to improve it’s visual image to it’s customer base in a way that better communicates it’s vision and personality:
- Consistency
More consistency throughout branding and marketing. - Overtake Competitors
Develop a world-class brand image that not only competes with, but even surpasses it’s competitors. - Credibility = More Conversion
Improve brand credibility, in turn improving conversion rates.
Former logo compared to top competitors
Brand Persona & USP’s
Dignified • Community Focused • Affordable • Caring • Supportive • Professional •
Family Oriented • Respectful • Understanding • Trustworthy • Loyal •
Image Guide
Colours
In the previous logo and branding, dark brown was the dominant colour.
Although brown was a good colour to represent community, we recommended emphasising the brand’s existing orange accent color more prominently.
Orange gives Icebolethu clear distinction and recognisability compared to it’s main competitors and better reflects all of the attributes of the brand’s personality and vision.
Brand Application
Website
Signage & Funeral Decor
Promotions & Events
Awards
In 2022, Icebolethu Group won the Standard Bank KZN Top Brand award for its contribution to KwaZulu-Natal.
