Berlei is an Australian sports bra with over 100 years of heritage. It is the only bra endorsed by the Australian Sports Association and is the personal choice of Serena Williams, who is the brand’s global ambassador. In short, Berlei is the best sports bra on the planet. So why didn’t it look like it was?
Berlei is about transformation – both physically and emotionally. The twist in the ‘B’ is the metaphor for that moment of transformation. It gave us a visual motif that we were able to leverage across packaging, print and activation. The identity also needed to accommodate the brand’s extremely successful ‘everyday’ range of bras.
The upper case word mark was a significant move on from the brand’s previous logotype, and gave it renewed authority and credibility. With its confident new identity, Berlei launched globally outside of Australia in early 2016.