Having engaged in full brand/customer audits and positioning workshops to establish the story, mission, vision alongside the values, and tone of voice behind the brand, we then used this information from these sessions to create a brief and project outline to ensure that the design language going forward was accurate.
We evolved their brandmark, developed their brand language and a broad range of collateral that truly reflects the character and ethos of the business. This involved development to the bear; raising it’s head, and smoothing off the contours to communicating a confident more positive bear. Caps on the typeface were removed and more humanist font was introduced which holds so much more character with various weights throughout.
We brightened the colour palettes to reflect the dynamic, passionate people behind the brand moving away from the muddy browns and blacks and introduced a gradient to create more vibrancy.
We implemented this throughout a range of touch points, including photography, stationery, exhibition, interiors, website and packaging.
We worked with closely with the Great Bear team and its customers in order to fully understand what Great Bear meant to them. As a result of this, we developed a portrait series with introductory text to emphasise the companies character, and allow trust to be built between the team and their customers.