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 Having been a pioneer in “experience” retail, the Build-A-Bear Workshop brand had become outdated, and was no longer leveraging what originally made it truly special – open and creative experiences.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.