Honkshoo polishes up Base London

Male clothing and footwear retailer Base London is launching its most significant brand overhaul to date, with a redesigned identity created by Honkshoo that will be rolled out across all of the group’s global stores.

The design consultancy, which was appointed without a pitch this summer, was tasked with refreshing the 15-year-old logo, working to a brief to produce a revamped look that was based on ‘evolution not revolution’.

Honkshoo has used a two-tone colour scheme to create added depth to the existing identity, while still retaining a contemporary, urban feel. The creative work will feature on all retail items, including shoeboxes, carrier bags, stationery, third party displays and clothes labels.

Honkshoo creative director Mark Bown says, ‘This is one of the biggest branding projects to break from Base London. Our challenge was to produce work on a large scale that would still be interesting and keep a subtle, cool feel.’

The identity will launch next month on Base London’s flagship store in London’s Carnaby Street.

Honkshoo was set up by Bown following the closure of his former consultancy Happy Tomorrow more than two years ago (DW 1 November 2001).

The consultancy is currently working with Absolut Vodka on branding material and has worked with Sega and dance act The Chemical Brothers.

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