Retail Brand Identity

Harper + Lewis

Big Cat were initially briefed to develop the visual identity,
ensuring this resonated with their audience and reflects the unique product offering.

Client

Harper & Lewis started as a vintage focused stand in the Oasis market and have grown into a retail brand with stores across the UK, now offering branded clothing in addition to an own-brand collection.

Objective

The Harper & Lewis identity had not evolved in-line with its business success, therefore,
Big Cat were initially briefed to develop the visual identity, ensuring this resonated with their audience and reflects the unique product offering.

This was followed by a brief to produce a landlord book, to acquire more permanent retail space in key locations. This needed to encapsulate the new brand identity, unique product offering and latest customer personas.

Delivery

  • Identified 2 distinct personas to describe the Harper & Lewis consumer base: Unique Youths and Loyal Nostalgias. These were informed by Harper & Lewis’s database and detailed customer research conducted by Big Cat
  • Used the latest brand and audience insight to create a proposition which then informed a new brand narrative
  • Created a new visual identity, considering: colour palette, font, word mark
    and logo iteration
  • Developed the brand narrative into a consumer facing tagline
  • Concepts for roll-out across POS, swing tags and bags
  • Created 3D concepts and moodboards for interiors
  • Designed and printed a ‘landlord bible’ which included the history of Harper & Lewis, a lookbook of their product offering and financial forecasts

 

Results

As a result of using the ‘landlord bible’ in meetings with managing agents;
Harper & Lewis have secured 4 new locations. It has also been used to engage in a partnership with Ellesse clothing.

Big Cat are now progressing to web development, updating a range of marketing
collateral and conducting social media consultancy