A Jubilee inspired campaign for Spring ensured sewing machine brand, Janome, engaged with audiences across the UK, providing inspiration in every beautifully crafted stitch.

A return to face to face shopping, alongside the growth of a loyal online following provided opportunities for leading sewing machine manufacturer, Janome, to showcase a series of new machines, focusing on ease of use to suit everyone from newbie through to the more experienced sewer.

Inspired by the Queen's Platinum Jubilee, Icon developed a series of royal illustrations and animations that worked across packaging, publications and social media. Providing craft ideas  for the Janome 'family' to make, the campaign celebrated the best of British: cue cute corgis, elegant tea cups and bunting at the ready.


Many of Janome's customers appreciate the personal touch and helping stockists deliver a stand out service was high on the campaign objectives. Winner of multiple British Sewing Awards including 'Best All Rounder Machine Brand', our campaign echoed the client's priority of combining creativity and innovation with simple to use mechanics.

Point of sale materials (POS) play a strategic role in strengthening brand presence, as well as supporting retailers in a competitive market place. Easy to read product catalogues combined with on brand, fun Jubilee placards enabled Janome stockists to engage with customers resulting in great feedback and traction for all.


'The Studio Team at Icon just get it! The attention to detail and enthusiasm in the creation of our Jubilee influenced campaign has been incredible, our customers and stockists alike recognise the creativity in our campaigns which links well with Janome products.'

Deborah Shepherd, Creative Director, Janome UK