BRAND IDENTITY DESIGN
BWCO
modern, premium, legacy
ABOUT BWCO
Since 1988, this Toronto retailer has established itself as a pioneer of streetwear culture in Canada. The business—formerly Broadway Fashion—had evolved over the years, but their brand had not. They were overdue for a modern rebrand. In partnership with Araia Marketing, we designed a premium brand experience under a new name, BWCO, that reflected the brand's legacy as a trusted curator of elevated streetwear.
The vision for the rebrand was more than just a new name, logo, and colour palette. We knew the heart of the brand identity would be captured by compelling brand photography. So we wanted the logo collection to be clean and simple.
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Growing strong since the 80's as an independent retailer is a testament to the vision and credibility they've brought to the community. We wanted to honour and celebrate their legacy through the identity rebrand by way of this distinct brandmark. A badge that tells future generations of the culture they've helped shape and continue to shape with them in mind.
When using a brand identity with minimalist assets, a strong creative direction is key for translating those assets into an elevated brand experience.
During the brand development phase, a series of creative approaches and brand guidelines were conceived to ensure marketing campaigns and social media storytelling would be memorable, compelling, and distinct, making the rebrand transition as seamless and intuitive as possible.
For the brand colour palette, we wanted to be more distinct than the overly monochromatic aesthetic of similar apparel brands. Instead of the traditional black and white palette, we opted for a palette that felt warm but luxurious. Using a deep umber brown showcases the distinct style and power of individuality this brand aims to represent.
The harmonious brand colours align with common apparel tones and will inspire the creative direction of seasonal marketing campaigns.
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