When Tigerlily deleted more than 4000 posts on its Instagram account this week, the fashion retailer's 331,000 followers assumed it was the start of a new chapter for the 20-year-old brand.

For chief executive Chris Buchanan, the move – which cleared the way for the launch next Tuesday of a refreshed identity, including new logo, new packaging and a new website – is the final step in a 12-month journey.