Week Eight

WEDNESDAY –

This week the group reviewed our research so far and decided that we were in a good place to start rebranding Bench. Firstly we decided upon our new brand ethos, for this we looked at Bench’s current one which is all about multipurpose design and functionality. We didn’t want to stray too far from this which resulted in our new brand ethos and emotional touch points focusing on a minimal aesthetic but with a functionality to it a more substance over style approach but unlike current bench we want it to focus on style as well mainly so it can compete a lot better.

Brand Ethos Concept board made by Sarah

We also began brainstorming ideas for a possible slogan and new name. As we wanted to the brand to be minimal but still stylish and current the group worked on the slogan of ‘B the edge’ we felt this represents our new ethos clearly as its suggesting to our customers that they are the edge and set their own rules and are not reliant on their clothing to define them. With the new brand name the group created several different ideas, some based on the new brand ethos of minimal and being ‘the edge’ and others referring back to Bench’s heritage of being a big part of the 90’s rave and acid house scene.

New Brand Name Brainstorm

We chose the name border because we felt it represented the minimal and ‘B the edge’ theme because border relating to edge.