Brandopus creates ‘light-hearted’ Bizzy Bee brand

Brandopus has renamed, rebranded and repackaged kitchen glove and cloth brands Swifty and Superglove.

The new brand unites brand-owner BM Polyco’s portfolio of eight glove and seven cloth products under the new Bizzy Bee name.

BM Polyco appointed Brandopus in March 2008, after its managing director Mark Holdaway approached the group directly. Holdaway had worked with Brandopus creative director Paul Taylor in their former roles as marketing director of Heinz and design director of Jones Knowles Ritchie respectively.

The new Bizzy Bee brand identity uses an illustrated bumblebee and flower, created by Brandopus designer Irina Antonyuk, which are colour-coded across the range.

‘The former branding had very confusing hierarchies and sub-brands, so we surmised that the best way forward was to establish one brand for them across the entire portfolio,’ says Taylor.

‘The old packaging was very busy, with lots of flashes, communications and generic devices. By playing the same games as everyone else, the brands were disappearing into the category,’ Taylor adds.

Brandopus settled on a ‘light-hearted’ brand intended to appeal to ‘someone who isn’t too military in their approach to cleaning’.

The new packaging launches in the first week of June.

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