Lite concept from Ted Baker

A new Ted Baker store concept has opened in Liverpool with its own identity, clothing range and juice bar. Interiors and graphics for the first Ted Baker Lite store were designed in-house by Matthew Asheby and Ed Potter.

“The silver and turquoise logo is sporty, effervescent and energising but not as classic [as the original Ted Baker identity],” says Potter. The logo is used on swing tickets, back-pocket plasters, water-filled light boxes featuring product shot backdrops (pictured), drinking glasses, kit bags and T-shirts.

Brand creator Ray Kelvin says the 100m2 interior, near the site of the famous Cavern venue, features brushed aluminium, curvy wired glass shelving and timber flooring. The basement of the Ted Baker Covent Garden store in London is to be converted into a Lite store.