Conor Levey
Conor Levey
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BonobosFIT

so i had this idea in college, yeah? and then bonobos goes and launches an activewear line! i coulda been rich! (or it was a super obvious next step…)

BONOBOSFIT

Challenged in class to take an existing brand and extend it into a new space, I chose Bonobos. I have an affinity for the brand because they are the only company that makes pants I fit in. I imagined A Bonobos activewear sub-brand. Turns out I was on to something, as they actually launched one about 18 months later.

The existing brand features a bold wordmark, quirky details, and a lighthearted approach to retail menswear.

I took an additive approach, appending the "FIT" BADGE to the end of the existing wordmark.

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Among the touches that makes Bonobos a memorable brand are the ninja logos. Once upon a time, a besuited ninja sticker came in every box. I played off that staple by building some ninjas in jerseys ready for action on-court or on-field.

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Alternate versions of the wordmark put balls in place of the letter O. This injects yet more levity into the brand, while also focusing it on active use.

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Mock webpages build on the established site with simple blocking and snappy copy.