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N.I.C.E. Collective

Future forward fashion

Concept, Branding, Website, Interactive, Experiential App, Retail

A bold new look

Working with fashion brand N.I.C.E. Collective, Little Red Robot had the task of rebranding their identity across all touch-points.

Little Red Robot set out on a bold new look and unique positioning for the brand to take into its next evolution.



N.I.C.E. Collective challenged us to lead them with their journey towards a more superior user experience, that would entice new and existing customers to visit and find stimulation, culture and a sophisticated path to purchase direct to consumer.

LRR’s vision for the future of fashion helped N.I.C.E. Collective attain the next level ambitions of a company ready to grow into direct to consumer business model including this brand book, the e-commerce site, their first foray into tent-pole retail operations.

The Website
We started on the new N.I.C.E. Collective website to connect better with their customer profile, which is lured with contemporary design and exclusivity. The innovative website features ‘touch state’ technology to provide mobile first thinking to identify, save or 1-click to purchase every piece of content on every moment, from editorial video to thumbnails.

The designers were deeply inspired by the N.A.S.A. Graphics Standards Manual by Richard Danne and Bruce Blackburn. We iterated and collaborated often with the visionary design team behind N.I.C.E. and designed a futuristic vision for the brand at the intersection of technology and design.

Experiential App
An app offered custom, exclusive user-interactive designs of t-shirts. Upload your own picture, custom process it within the features of the App. Submit for your design printed on your one-of-a-kind t-shirt.
The brand refresh included retail touch points to align with the new vision of the identity based on minimalism, industrial finishes and materials all accented with the N.A.S.A. Graphics Standards Manual  and details of space exploration.

There have been too many celebrity moments of N.I.C.E. Collective in popular culture to list, but this is our favorite and a display archive piece, a button up from 1999 time collection – worn by Michael Jackson on cover of TV Guide (makeup marks included)!

Brand Video
The identity concept expressed in “the code of N.I.C.E.” brand video.