(Est. 1997) “Build-A-Bear Workshop, Inc. is an American retailer headquartered in Overland, Missouri, that sells teddy bears and other stuffed animals. Customers go through an interactive process in which the stuffed animal of their choice is assembled and customized during their visit to the store. Build-A-Bear Workshop is the largest chain that operates in this style. The company has been acclaimed for the quality of its working environment, especially as a workplace for teenagers.” (Wikipedia)
Idea is Everything (London)
With an in depth understanding of the business and in close collaboration with their teams, we proposed a renewed brand strategy. With plans to diversify through wholesale and licensing, it was critical for the company to become two brands: Build-A-Bear, the masterbrand and Build-A-Bear Workshop, the retail brand. We developed corresponding visual elements for each brand, including two fresh complementary logos, a bespoke typeface inspired by the creative 'building' process, new colour palettes, and the introduction of lifestyle photography shot by the acclaimed photographer Sam Robinson.
Images (opinion after)
Despite the lack of relative sophistication in the old logo I've always found it kind of endearing, with its novelty font and Gulliver-esque bears. The new logo comes in two flavors, one that is more "corporate" and only goes by Build-a-Bear and the other is the more retail oriented with the fun "WORKSHOP" lettering. It looks like a good strategy to create the division between the two entities and the Workshop stuff looks particularly fun with the squiggly patterns on top of the new condensed sans serif. It looks even better as a single color as glimpsed on the box. The main logo is definitely more tame compared to the previous and perhaps loses some of its appeal but it definitely looks more grown up.