No more FOMO
When Ilse Jacobsen was still among us, she had difficulty separating herself from the brand that carried her name. The brand needed a voice with a deep connection to Ilse Jacobsen.
A brand with an attitude for the more mature audience that younger women could aspire to.
There's a certain wisdom that comes with the passing years, wisdom earned through the trials of life's classroom. We have done certain things to get approval, to fit in, or simply because others do it. Some of those things seem ridiculous when we have passed those stages and look back.
This mature wisdom will be the tone of voice. Embracing a mature and self-reflective tone of voice that has lived and learned from life — Been there, done that!