BTL Brands was challenged to relaunch the brand to bring it up to date with the female empowered era, whilst not changing the potentially divisive name. BTL Brands kept the name in its verbal form and abbreviated the written form to create a visual brand mark. The agency took inspiration from text speak to shorten the name down to THELDNDLS, presenting the 9 letters in a simple and stylish square. From the brand strategy, name development and brand identity, to corporate materials, website, social and store design, BTL Brands has created something fresh for the business to hit the ground running in its new, larger studio, which needs to attract a wider audience.
The creative strapline for the business, ‘Making Beautiful Things Happen’, was ideated from the owner Beth Camilleri’s love of helping to transform women, and her passion for beautiful things. Following BTL Brands’ mantra of ‘less is more’, the agency swapped the salon’s old look – a beauty box of feathers and furs – and stripped it back to create an eclectic feel without the clutter.
Beth Camilleri, Founder of The London Dolls, said: “BTL Brands has created a new brand identity which is a true reflection of my attitude and goal in life. The team has helped to redefine the brand by cutting out the clutter and has brought it up to date for our young, vibrant clientele. We’ve already had a wave of new customers through the door, and I’m busy recruiting extra staff.”
Stu Lewin, Founder of BTL Brands, said: “The branding journey has been interesting as the team felt the term ‘Doll’ was a bit negative in this new #metoo world. However, when Beth hinted to her existing customers that she might change the name, she was surprised by their lack of enthusiasm. Most of them were very fond of the brand name and liked being part of ‘The London Dolls’ fraternity. We’ve turned the name on its head by modernising it for a wider female audience.”
Source: BTL Brands