Scottish based design stuio BERG, were asked by LBB to refresh the brand identity for their established online business. They were initially engaged to develop their exisiting identity but BERG managed to convince LBB that a completely new brand identity was more appropriate.
They began the project by deciding which assets of the existing brand should be retained. Which held the most brand equity and which should be discarded. BERG felt it was important that the identity convey the idea of a physical black book. This created an emotive curatorial platform thereby giving the content extra value. Furthermore this physical rendition helped inform the new brand assets such as colour, shape and typography. The dominant use of black lends a premium / exclusive quality to the brand. Whilst a minimal but bold typographic style communicates confidence and authority.
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