Bow Wow International is working on a complete brand overhaul of clubbing institution Ministry of Sound and its associated brands.
Appointed in August, BWI founder Mai Ikuzawa says the consultancy is awaiting the goahead to ‘refresh the brand throughout’, a process which will start after the appointment of a senior member of MoS staff.
Ikuzawa confirms that she is ‘looking at the MoS logo’ in anticipation of the brand’s 20th anniversary in 2013.
She adds, ‘Lots of smaller jobs are coming up, like the Chilled Euphoria compilation, which is already complete. The logo is so 1990s and hasn’t changed in 15 years.’
The consultancy will look at other labels associated with the brand, including Hed Kandi, membership clubs and franchises across the world.
‘The website is disjointed, nothing ties in and a lot is being done in-house, so [MoS] needs someone external to give the in-house team a burst of energy,’ says Ikuzawa.
She is mindful that the brand is seen as iconic, but says the client is aware its brand is perceived as ‘stuck in the 1990s’ and needs to show it is a ‘pioneer’ of dance music again.
‘There’s a huge fan base, so we can’t make anything too cool, or too “London”. It will be a careful evolution, bit by bit, but everything is up for review,’ Ikuzawa adds.