The goal was to synthesize all of the new brand pillars that have been established and create a new identity system that reflected the values set by the creative team. The project includes not only designing the logo emblem, and logotype, but to also establish a strong color system and select a typeface family that can string together all channels regardless of the content.

In addition to the main branding elements, there are sub-brands within Bespoke Post that also needed to be distinct, but cohesive enough to feel on-brand. All components of the rebrand needed to also be implemented onto the boxes in an impactful manner, as well as on site and socials in a way that allows the new lifestyle photography direction to stand out.

The concept of the emblem derives from the objective of the brand to be the one-stop source of discovery for their customers. Taking that into consideration, we used simple line elements to evoke a sense of sophistication and elegance while also resemble a map being unfolded. The silhouette itself is that of an uppercase ‘B’ solidifying the notion that Bespoke Post is the way-finding resource for goods and gear.

The logotype is adapted from a typeface called Hatton developed by Pangram Pangram. Small manipulations were needed to allow for readability and ease of phonetic pronunciation of a phrase that maybe be difficult to say at first.