Bex Simon Design & Branding FORGED WITH LOVE by Landor London

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Industry Consumer & Public services
Media Design & Branding
Market United Kingdom
Agency Landor London
Associate Creative Director Ben Marshall
Designer Dean Wilson
Released March 2010

Credits & Description

Category: Logo Design
Advertiser: BEX SIMON
Product/Service: PESTLE & MORTAR
Date of First Appearance: Mar 1 2010
Associate Creative Director: Ben Marshall (Landor Associates)
Consultant: James Withey (Landor Associates)
Senior Designer: Brett Stabler (Landor Associates)
Designer: Dean Wilson (Landor Associates)
Media placement: Logo And Packaging Design - Website And Heal's - 01 March 2010/ Ongoing

Describe the brief from the client
The story began with an email from the BBC. A programme was being made about British entrepreneurs, which required an input of knowledge and expertise from a branding and design specialist.

Bex Simon a female artist-blacksmith from Hackney produces large-scale pieces to commission. She was experimenting with small-scale pieces for the home; the first of these was a Pestle & Mortar, and it was our task to create an identity and package the product.

Describe the challenges and key objectives
As a modern female working in a traditional - and usually male - industry, Bex’s story is already unique. Making things of beauty forged from iron and fire was also an interesting contrast to communicate.

As we researched the project, two things shone in the darkness. Firstly, the fire. Secondly, the anvil. It was pink. Our concept was born.

Describe how you arrived at the final design
For the logo we created a traditional, hand rendering of an anvil, struck it with a modern hit of pink. Old meets new, as unique as Bex herself. We refined her word-mark, an art-deco piece relating to her unique style. As the identity came to life we incorporated elements into the packaging:

• We took Bex’s theme of ascending patterns and created an emboss detail that travelled up and over the box.
• The phrase FORGED WITH LOVE was added inside the lid.
• Bex’s original reference sketches were photographed and transferred onto pink packing paper.

Give some indication of how successful the outcome was in the market
We knew we had a solution that reflected Bex’s unique personality and story. It appears she felt the same. Bex Simon had the anvil logo tattooed on her wrist the week after we presented it to her...

Bex Simon sells her products via her own website and is stocked by UK retailer Heal’s. Since the product launch sales of the Pestle & Mortar have exceeded all expectations.