Design Bridge Create New Brand Identity And Packaging For Lock Stock & Barrel

Brand design agency Design Bridge has announced details of its work in rejuvenating the brand identity; packaging and visual style for acclaimed British men’s grooming range Lock Stock & Barrel. The family-run brand, formerly known as LS&B, has traditionally offered its professional hair styling products to salons, barbershops and high-end retailers. Although firmly established, particularly in America and Europe, Lock Stock & Barrel worked in partnership with Design Bridge to further emphasis the brand’s provenance, spirit and essence, and also maximize emotional engagement. It aspired to be both distinctive and memorable. Design Bridge was tasked with creating a new brand identity articulating a narrative that would pay homage to both its humble English roots and the unfussy natural ingredients used in all its product formulations.

As part of its strategic approach, Design Bridge identified that Lock Stock & Barrel had unwittingly kept under wraps one of its most powerful assets – the name. John Wigham, design director at Design Bridge explained, “Through unlocking the abbreviated Lock Stock & Barrel name from LS&B, it unleashed a new identity and personality that brought this aspiration yet ‘everyman’s’ brand to life. This is a name with both attitude and pluck. A turn of phrase meaning ‘All. Everything”, Lock Stock & Barrel unabashedly reflects the no-holds-barred pride and fierce passion that pours into this family business and its products.”

Lock Stock & Barrel’s new strap line, “Made with pride in England”, embraces the humble provenance of the brand’s roots, born from the industrial heartland of England and developed by hand by its inventor – an ex-marine-turned-chemist. Accents of its apothecary origins and scientific foundations resonate subtly in the pack designs. John Wigham commented, “Lock Stock & Barrel’s brand sentiment is straight talking, gritty, honest and proud, for the grounded, sharp, no-nonsense man who takes a considered approach to his appearance – well groomed, but with a rough diamond edge.” As an extension to this, Design Bridge drew further creative inspiration from the craft and skill of the barber and the shape and angle of the barber’s mirror, and distilled this into the new logo design. The result is a clean, contemporary, stripped back aesthetic that speaks to the unfussy, unpretentious man.

Meanwhile, instead of scrapping the brand’s original distinctive red color inherent in all its packaging, Design Bridge served to deepen the hue so it would hold greater depth and meaning and would complement the new identity. John Wigham explains, “The result achieved is not just ‘red’ but ‘oxblood red’ – a traditional tone associated with English heritage. The color also echoes English design classics including the iconic Chesterfield sofa and traditional leather brogues - hallmarks of quality and world-class English craftsmanship. Delineating Lock Stock & Barrel’s identity using this heritage hue likewise alludes to this benchmark of British quality, as well as the homegrown skill and craftsmanship that has been invested in the creation of its products”.

Source: Design Bridge