Advertising Fashion

Oasis launches new brand identity with in-store, digital and social campaign


By Michael Feeley, Founder and chief exec

March 12, 2019 | 3 min read

Fashion retailer Oasis has released a campaign to launch its refreshed brand identity.

Actress, marathon-runner and dyslexia champion Kara Tointon; baker, novelist, charity ambassador Nadiya Hussain; and TV presenter, fitness guru and campaigner Katie Piper will feature in the six-week in-store, digital and social campaign that celebrates their wide-ranging achievements.

The launch is part of a strategic overhaul by the Oasis team to push their brand into new categories and retail environments, with a particular focus on how the Oasis brand operates in digital and social spaces.

Sarah Welsh, Oasis' managing director, said: "It felt like the right time for Oasis to revisit the overall look and feel of the brand, ensuring that it remains fresh, modern and relevant in today’s ever evolving market. We are passionate about delivering what is right for our customer at the right time and absolutely want to ensure that new and existing customers identify with the Oasis brand across all of our channels."

Oasis - Nadiya

Red Bee Creative were tasked with strategically reinvigorating the Oasis brand to help the retailer to move away from a seasonal-led campaign approach to a more consistent brand-first campaign style.

Head of planning at Red Bee, Lisa Matchett, explained how the challenge for was to celebrate the brand’s inherent femininity with power and conviction in a fresh, modern and relevant way.

She said: “We talked a lot about the word ‘lovely’ and how the Oasis customer used that word to describe both the Oasis clothes and how they make her feel. We wanted Oasis to boldly own that idea and to make being ‘lovely’ aspirational to a new generation of stylish, high-achieving, and caring, women.”

Katie Piper

To support the new brand tagline - ‘Lovely does it’ - the team identified inspirational ‘ambassadors of Lovely’ who epitomise the new brand idea and, according to Red Bee’s executive creative director, Charlie Mawer, “who don’t just look Lovely, but do Lovely.”

Red Bee, whose design team specialise in the development of brand identities for multiscreen environments, was also tasked with evolving Oasis’s visual identity. The brief was to bring the brand’s redefined ‘Lovely’ to life through usable and impactful brand elements that would help to give the retailer more stand-out on social platforms.

The agency retained the existing Oasis logoform, which was last redesigned in 2011, but tightened its application to either black or white only, to move the brand away from its widely-applied ‘pink’ aesthetic. Red Bee also introduced two new complementary typefaces for the brand.

The palette and typefaces are supported by two brand properties that have been crafted to bring a stronger visual presence on all communications: a ‘loupe’ draws the eye to product detail, and a ‘tape’ introduces the brand colour and matches up alongside the hero brand message across media.

The new brand identity and ‘Lovely Does It’ campaign will roll-out in-store and across social media and owned channels from 12 March.

Red Bee Creative works with clients including Netflix, Nissan, Stowford Press, NBC Universal and Discovery Networks.

Advertising Fashion

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