Inspired by folklore and fairy tales, our Spring campaign for sewing machine giant Janome, saw beautifully styled toadstools and mischievous pixies feature across a range of promotional merchandise and marketing.

Janome is one of the most popular and well-known sewing brands in the world, building a reputation for quality sewing machines and overlockers. We love the challenge of developing themed, seasonal campaigns that inspire novice and experienced sewers to explore creative and technical skills with confidence.

From animated social media,  sector specific advertisements to craft project inspiration, we ensure the Janome product and customer is central to the offer, interweaved with on-trend styling. 

The campaign also equips stockists with eye-catching POS materials to confidently promote the range of Janome products, with loyal and new customers alike. From window decals, price ticketing to brochures, it’s an engaging approach to merchandising that allows the Janome story of imagination and application to shine. 

Janome continues to grow a loyal consumer base with wins in the popular British Sewing Awards, voted by members of the sewing and quilting communities across the UK.


'Having worked with Androulla and the team at Icon for over 15 years, we’re always impressed by their ability to articulate our brand personality through on trend themes creating stand out brand assets at every stage of the project. Looking forward to Autumn's Sewing with Style!'

Deborah Shepherd, Creative Director, Janome UK