Mulberry UK, ‘Zero’ NPD
Working with BBH creative, designed the brand-led identity to define the new Zero-carbon Lily bag range, and which easily recalls the mother brand (using the Mulberry tree’s leaf).
The longer-term aim is to create a platform identity that can carry future product lines under the unifying proposition of being carbon-free.
Visual brand design
The ability to blend in is a satisfyingly counterintuitive branding idea, where it suggests a minimal impact and not leaving behind too much of a footprint, whilst exuding confidence in not having to shout out too much above the noise of the world.
Zero can be chameleon-like and take on the qualities of the worlds it is part of, per campaign - giving it longevity beyond the Lily Zero launch.
We can appreciate the recognition value of the Zero mark when labelling the appropriate products, especially on the Mulberry website.