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Since the founding of Build-A-Bear Workshop in 1997, the children’s retail landscape has evolved dramatically to include hundreds of new and innovative brands vying for attention. Having been a pioneer in “experience” retail, the Build-A-Bear Workshop brand had become outdated, and was no longer leveraging what originally made it truly special – open and creative experiences.

With new leadership, ambitious sales targets and an upcoming 20 year anniversary, Build-A-Bear Workshop looked to IE to refresh the much loved brand. With an in depth understanding of the business and in close collaboration with their teams, we proposed a renewed brand strategy. With plans to diversify through wholesale and licensing, it was critical for the company to become two brands: Build-A-Bear, the masterbrand and Build-A-Bear Workshop, the retail brand. Idea Is Everything developed corresponding visual elements for each brand, including two fresh complementary logos, a bespoke typeface inspired by the creative ‘building’ process, new colour palettes, and the introduction of lifestyle photography shot by the acclaimed photographer Sam Robinson.


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Smack Lobster Roll, previously named Smack Deli, is a takeaway concept from the people behind Burger & Lobster. They serve up freshly cooked lobster in brioche rolls with a variety of added fillings.

Following the opening of their first site on Binney Street last year, they’ve now added a second site on Dean Street. & SMITH were brought on board to rebrand Smack Deli under it’s new name: Smack Lobster Roll. We helped with their brand positioning and all their design work.

Inspiration for the logo came from the hand-painted markings seen on the side of ‘smack’ boats that are used for lobster fishing.

For the illustrations, we took visual cues from old travel posters but tried to give them a more modern edge. They were drawn in-house with the content focussing on Nova Scotia, Canada (which is where all their lobsters come from). The illustrations are used across the brand identity. Large scale versions will be painted onto the exterior brickwork and interior walls of the new Dean Street site.

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“Chatka” is a privately owned kindergarten based on the idea of lack of compulsion, with children being in the centre of education. It makes the effort to meet the children’s need to play while providing them with the opportunity to learn how to handle their own emotions, getting on with others or problem solving. Play makes it possible to develop soft skills, which is why it is so important in child’s development. Designed by Jarek Michalski.

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Some places keep a special atmosphere, The Folio Club is one of these. If you have the chance to step into their 400m2 open space —a former flour mill— in the post industrial neighborhood of Poble Nou, in Barcelona, you will understand why. The Folio Club is a multi-purpose space, an offset-digital print shop and exhibition gallery for independent design projects. The printing company has been there for a few years, but they decided they wanted a change, starting with a new name and a new brand: Folch Studio were glad they thought of us for directing the whole renovation process.

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HipVan is an online store that curates well-designed everyday items. Bravo took inspiration from the 1960s Volkswagen camper van and extended it across the branding, creating an engaging identity for a free-spirited brand.

The HipVan identity is a mix of the bohemian and modern. The typography choice and treatment reflects on HipVan’s bohemian references and its relevance to modern shoppers of this era. When choosing the brand’s colour palette, Bravo wanted a colour that is reminiscent of the retro style but still contemporary at the same time. Bravo settled on this shade of turquoise – a colour that rests beautifully in between green and blue, radiating both the uplifting energy of yellow but still maintaining the cool insouciance of blue.


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