Love Brands are a unique fashion distribution and retail consultancy based in Wapping, East London. They have exclusive rights to distribute well known fashion labels in the UK and Ireland, including GUESS, JOOP!, Kendall + Kylie, amongst others. KOTA were approached to give the company a complete re-brand now they are celebrating their tenth year of trading, including a new visual identity, website, brand video and photoshoot. The branding and visual identity consisted of us producing a new logo, and icon mark, typography, new graphic elements, and a bold new colour palette. We needed to produce a system that could work on it’s own to create a stand out brand for them, but also needed to sit next to their client brand logos with overpowering.
We evolved the old red and black brand colours into a more contemporary primary colour of burnt coral. To support, we also created a secondary colour palette of navy blue, grey cream, and off black. The blue and the orange created a stand out look in the distribution industry, with the blue being more muted when positioned next to fashion label logos. The words ‘love’ and ‘brands’ are split using the orange and either blue/white which follows the aesthetic of the old logo, so some continuity is present. The icon mark concept was to create an abstract heart shape using the ‘L’ and ‘B’ from the word mark at an angle. This can be used as a supporting icon, as well as a decorative element, and for social media. The heart has connotations to the ‘love’ part of name, and creates brand continuity with the use of the L and B. Another brand element we introduced was a hand-drawn thread or ribbon the can be added to client brand artwork. This adds a nice touch of contemporary loose styling and a unique look where client imagery can easily be recognised as part of the Love Brands identity. We also introduced an orange ‘stripe’ on some imagery on the website for similar reasons.
The website needed to cater for a lot of content across all their clients brands, client resources, services, the team and ethos, plus a sales calendar and blog. We designed the site using editorial style layouts to give it the look and feel of a fashion magazine, with all the main principles from the brand guidelines present. Bespoke image sliders create an elegant experience when clicking through all of the galleries. We built custom brand resource and sales calendars, as well as a product tagging system where users can see exactly what Love Brands offers in terms of each client brand. We spent two days on site at their show room in Wapping creating new photography of the team, showrooms and product, as well as a brand video that shows the essence of the company’s culture and ethos.