Lingerie brand Berlei gets a new look

Sportswear and lingerie brand Berlei has appointed design agency Jones Knowles Ritchie (JKR) Singapore for a rebranding exercise.The project was handed to JKR without a pitch after the agency's Singapore studio redesigned Australian lifestyle brand Sheridan and Australian underwear brand Bond's. All three brands are owned by Pacific Brands.The new identity of Berlei was created to coincide with a new joint venture between Berlei Europe and Berlei Australia and is aimed at creating a unified global brand.Berlei dates back to Sydney Australia in 1917, and had entered the UK market in the 1930s, but the two businesses have operated independently since the 1980s. This new identity signals the union of the brand into a single entity. The rebranding retained the signature colour palette of the Berlei brand, but was given a more confident feel that uses an upper case logotype with a red 'B' (right).  Kate Hann, general manager category and international for Berlei Australia, said: "Berlei is not only a market leader in Australia and the number 1 sports bra, but it’s now also a global player in its category. The new identity created by jkr reflects our new confidence and credibility.”Katie Ewer, strategy director at JKR Singapore, said: "We created an identity that provided the brand with renewed authority, whilst having sufficient flexibility to work across a wide range of products and applications. The 'twist' in the Berlei 'B' is a nod to the idea of transformation, providing a visual motif that we are bringing to life across different touch-points."