B&More
A new brand born from 50 years of experience — from its name to its identity, from scratch.
Underwear
the challenge
A group with 50 years of experience in underwear needed a new sub-brand: one that carries deep-rooted knowledge, yet speaks to a new generation in its own language.
our approach
We began with positioning, clarifying the brand’s place within the group and its difference in the market. Then we found the name: B&More — a name that promises going beyond the basics, “more”.
In the identity, we turned the “&” sign and the bold breaks in the typography into the main signature. A colour system bringing together the trust of navy and the energy of orange built a structure that carries the brand’s whole visual world, from business cards to packaging.
The new face of half a century of know-how, speaking today’s language.
