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  •
Dignified  •  Community Focused  •  Affordable  •  Caring  •  Supportive  •  Professional  •
Dignified  •  Community Focused  •  Affordable  •  Caring  •  Supportive  •  Professional  •
Dignified  •  Community Focused  •  Affordable  •  Caring  •  Supportive  •  Professional  •
Family Oriented  •  Respectful  •  Understanding  •  Trustworthy  •  Loyal •
Family Oriented  •  Respectful  •  Understanding  •  Trustworthy  •  Loyal •
Family Oriented  •  Respectful  •  Understanding  •  Trustworthy  •  Loyal •
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.