IDL packages Virgin’s bid in clothing world

The Virgin Clothing Company has appointed International Design Logic to develop an identity and packaging for the launch of the Virgin brand into the clothing market.

IDL, a Wandsworth-based brand development and graphic design consultancy, is now working on the identity, and is likely to have a working example within weeks, says managing director Hugo Brooks.

As well as identity and packaging, IDL will be responsible for work on in-store environments. Brooks says that the brand will be wider than just denim products, as was originally thought, and that it may develop a stand-alone presence as well as being sold within high street retail outlets. Shop-within-shop formats are another possibility.

“It is likely that we will bring in interior designers” if they are needed, says Brooks. IDL will be responsible for implementation of the work it develops.

The work was won after a paid pitch involving one other design consultancy and several groups from other disciplines. Public relations group Andersson Whitehill and advertising agency Saatchi & Saatchi were appointed to the project at the same time, and IDL will work with them.