brio –  Develop spearhead branding concept

Client Brief:  Create an initial branding concept that is fresh, forward looking, and specific to exploiting a sport clothing niche that embraces the strong vigour, spirit and energy of modern fashionable sports.  Focusing initially on the on-road cycling and mountain bike markets the concept will allow expansion into broader product lines in the future.   For this concept the value proposition must remain firm but allow target market flexibility between immediate and undefined future campaigns.

Glass Digital researched and developed a concept brand “BRIO” from the Celtic word BRIGOS denoting energy, youthfulness, determination, strength, vivacity, spirit, honour and dignity.   The brand image defines the clients corporate image and business value proposition perfectly and adds linguistic flexibility and memorable simplicity.  Fonts and structure were developed in a bold manner to suggest authority, with use of lower case styling to impart a sense of confident humility.   Being monosyllable it also allows the extension of many future campaign theme styles.

The accompanying logo was designed around the letters making up the word “brio” to directly seed an initial concept launch on the cycling market, however as the logo embodies the strength, determination and spirit akin to all high energy, youthful target sports it will also complement the expansion of future product streams.  The logo concept is based on a “fat bike”, a new style of bicycle developed especially for snow, ice, sand, and urban terrain.  While the logo complements the brand, the name brand is sufficiently robust to allow it to stand by itself.