Lingerie and sportswear brand Berlei has tapped design agency Jones Knowles Ritchie Singapore as part of the company’s rebranding.
JKR got the job without making a pitch following their redesign of Australian lifestyle brand Sheridan and Australian underwear brand Bond’s –all of which are owned by Pacific Brands.
Berlei has been around since 1917 when it was founded in Sydney. While it also set up shop in the UK in the 1930s, the two businesses were run independently since the 1980s.
The new identity comes as Berlei moves forward with a joint venture between Berlei Europe and Berlei Australia and is aimed at creating a unified global brand.
The JKR designs retained the signature color palette of the Berlei brand, but went with the stronger feel of an uppercase logotype with a red ‘B’.
“We created an identity that provided the brand with renewed authority, whilst having sufficient flexibility to work across a wide range of products and applications,” said Katie Ewer, strategy director at JKR Singapore. “The ‘twist’ in the Berlei ‘B’ is a nod to the idea of transformation, providing a visual motif that we are bringing to life across different touch-points.”
“The new identity created by jkr reflects our new confidence and credibility,” said Kate Hann, general manager category and international for Berlei Australia.
Source : brandinginasia