L.K.Bennett

Challenge

In the late 2000’s the company was bought by investment capital firm, Sirius Equity, it’s new head, previously CEO of Jimmy Choo. He recognised the need to reinvent the brand as an international fashion label and reach a younger audience. The primary internal tactic in achieving this was through a new internal product design team as well as outside collaborations. The change in brand positioning was to be communicated by an update to the existing identity whilst ensuring their existing core customer did not feel alienated. 

Intrinsic to the brand overhaul was the creation of a new symbol, an acronym of the brand name.

Approach

As well as the new ‘Monogram’ LKB symbol we created additional elements that represent the very British pillars of the brand. Namely the ‘Tudor Rose’ symbol that can now be seen across their product range, from the sole of a ballet pump to a charm on a handbag.

  • Situational analysis – review of the brands standing in the marketplace.
  • Distillation of the brand name to a Monogram
  • Brand architecture – Create and define a variety of sub brands to underpin the mainline label (‘Black Label’ and ‘Vintage’)
  • Application – Create a series of marques that could be used in a variety of ways and across a number of applications, in most cases as embellishments to the products themselves.

 

We also created advertising concepts that featured established British actresses in a contemporary, higher fashion context to draw parallels with the new brand positioning.

Results

Six seasons later the product range continues to feature the marques we created to great effect. The company effectively competes against heavier weight fashion labels, enjoys increased loyalty within its existing client base and has earned new found respect within the fashion industry.

Read the review in Design Week

 

lkbennett.com

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