CHALLENGED IN CLASS TO take an existing brand and extend it into a new space, I CHOSE TO IMAGINE WHAT A BONOBOS ACTIVEWEAR LINE MIGHT LOOK LIKE FROM AN IDENTITY STANDPOINT. TURNs OUT They actually launched one about 18 months later, so i guess I was on to something.
The plan here was to build on the existing equity of bonobos brand, defined by their simple, bold wordmark, quirky prints, and overall lighthearted approach to retail menswear.
THE ANGLE I TOOK WAS ADDITIVE RATHER THAN TRANSFORMATIVE, WITH THE “FIT” PART OF THE MARK COMING IN AS A BADGE PAIRED WITH THE EXISTING WORDMARK.
AMONG THE touches that makes bonobos an engaging brand are the ninjas. bonobos refers to their (really and truly excellent) customer service employees by that name, and also includes a sticker of a ninja in a suit with every order. i played off that staple by building some ninjas in jerseys ready for action on-court or on-field.
i also built alternate versions of the wordmark featuring various balls in place of the letter O. this was another way to inject some levity into the brand like bonobos does so well while also making it clearly focused on active use.
additionally, i put together some mock webpages based on the existing look bonobos used at the time and tried to capture their direct tone in the copy.