BHS ATlantic bay
At a time when the shopping experience for men was becoming increasingly sophisticated, and recognising the trend for lifestyle ranges, Bhs wanted to sub-brand its mainstream casual range in order to capture a larger market share.
We carried out a name generation exercise and created a brand that would evoke an active outdoors lifestyle and appeal to men aged 40+. The branding was deliberately flexible for application across swing tickets, tags, embroidered labels and PoS, working both with and without photography.
Following the brand launch in Bhs' flagship store in London's Oxford Street, sales increased significantly and the brand was successfully rolled out across all stores. The brand reflected the retailer's promise to sell quality clothing at affordable prices and enabled Bhs to effectively compete with other major high street retailers.