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logos: Making a strong mark- P5

logos: Making a strong mark- P5:when it comes to creating strong logos, design and implementation are the last steps along a long patth.The design of a visual inentity essential to the maket-ing of any brand because logos are maketing tools | 108 Logos Making a Strong Mark Client Alfred Dunhill London UK Agency Lewis Moberly London UK The Challenge A purveyor of fine formal wear clothing leather goods and accessories the Alfred Dunhill brand is firmly established as the epitome of British luxury for men. But to extend its presence across an expanded product line the company needed to modernize its identity and give it an edginess that would appeal to a new and younger audience. Dunhill called on Lewis Moberly to update its image for the launch of its newest men s fragrance d. The Process Branding at its best builds from within. In presenting this new fragrance the Lewis Moberly team selected the name d and confidently presented it to the client as the essence and hero of the company s line extension. The final visual solution became obvious Play on the minimal yet distinctive style so popular among younger British consumers but echo the established Dunhill proprietary typeface and treatment. The result yielded a bold confident presence that plays well in multiples on store shelves. Unlike the existing Dunhill fragrance line the new image appeals to the younger British male audience which is attracted to minimalist modernity over tradition. aun The epitome of British luxury goods for men. Alfred Dunhill needed an updated mage that would appeal to a younger generation of cus tomers demanding modernity and edginess from the products they embrace. 109 Luxury Fashion and Beauty aunni EAU DE TOILETTE Natural Spray Vaporisateur To launch Dunhill s new men s fragrance d Lewis Moberly played on the minimal yet distinctive style so popular among younger British consumers but echoed also the established Dunhill proprietary typeface and treatment. This bold confident presence plays well in multiples on store shelves. The Result The d fragrance brand positioning and packaging resonated exceedingly well with both new and existing Dunhill consumers. Carving out a new market without damaging an existing one is always a