DRK LBL: a brand for the business behind other brands
- Client
- DRK LBL
- Industry
- Fashion, Beauty & Personal Care
- What we did
- Brand strategy, Visual identity, Messaging, Merchandise and packaging, Launch film
DRK LBL makes products for other businesses' brands. Its work sits on retail shelves every day, under someone else's name.
That creates an unusual brand problem. DRK LBL's own brand had to look as good as the brands it produces for, and make clear that it is the business behind them.
The short version
NOIZE built a brand for DRK LBL, the business behind other people's brands. The message is one line, said everywhere: Behind your brand. We carried it through tees, street posters, stationery, packaging, the showroom and the factory floor, and filmed the launch night so the brand kept working for months afterwards.
The brief
DRK LBL's clients are brands themselves. They judge a supplier by how it looks, because that suggests how their own products will look.
DRK LBL needed a brand that looks at home in retail, holds up in a working factory, and tells clients in a few words what the business does.
The approach
01One line, said everywhere
The strategy came down to one idea: DRK LBL is behind your brand. That line appears on everything, so clients hear the same promise wherever they meet the business.
02Built for the factory floor
The brand had to survive real working conditions, not just look good in a presentation. So we built a simple, strong identity that holds up on uniforms, labels and production areas.
03Launch it with the whole team
A brand works best when the people inside the business believe in it. The launch put the whole team behind the new brand from day one.
What we built
01A new identity and messaging
A bold, minimal identity and the "Behind your brand" message, with guidelines for the team.
02Merchandise and print
Tees, street posters, stationery, bags and packaging, produced by NOIZE Print.
03Showroom and factory applications
The brand carried into the showroom and onto the production floor, so clients see it at every step.
04The launch film
A film of the launch night. The night happened once, but the film kept working for months on social media and in sales conversations.
“A brand for us to stand behind and be proud of.”
“These guys absolutely nailed our re-branding concept.”
Common questions
What did NOIZE do for DRK LBL?
Brand strategy, a new identity and messaging, merchandise and print, showroom and factory applications, and a launch film.
Why does a business that makes other brands need its own brand?
Its clients judge it by how it presents itself. A strong brand shows them the quality they can expect for their own products.
What does "Behind your brand" mean?
It sums up what DRK LBL does in three words: it makes the products behind its clients' brands.
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