Lee Valley is an incredibly fun and progressive brand that helps creative individuals with their next project. The objective in rebranding Lee Valley is to help usher in a new generation of creatives and DIY-er’s with a brand that represents them and their curiosities.
It was crucial that the brand redesign considered the core characteristics behind Lee Valley, including; A logo that has cross-generation appeal and speaks to multiple demographics. A brand system that streamlines different core aspects of the company including their unique products, services and catalogs. Finally, the brand should reinforce the message of quality, through not only our products and services but the relationships the brand creates.
It was crucial that all aspects of the brand were carefully crafted to highlight the essence of what Lee Valley is truly about. The Bluu Next typeface was customized for the main logo word mark, as it lends a unique angular and crafted quality, referencing the original logo, alongside the woodworking origins the brand founded itself on. Suisse BP Int’l is used for the slogan and brand copy as it has a classic and utilitarian look and feel to help elevate the brand and its position as a hub for creatives and DIY-er’s. The brands colour scheme adopts familiar colours to the brand, but deepens its connection to, nature, woodworking and gardening with the brands primary dark green. Navy blue, grey and tan colours are also used to highlight the brands connection to the many divisions of Lee Valley, such as crafting, home improvement, and woodworking that the brand takes pride in.