Bohm & Bee is a brand that targets equestrian women with a penchant for outdoor life. The clothes are manufactured in London, and the brand positions itself in the higher price range. Quality, fit and craftsmanship are key words.
The task was to rebrand this fairly small, yet within its community well-known brand before launching its first store.
To me Bohm & Bee is as British as it gets with the flavours of mulled wine, amazing tweed fabrics accompanied by the sound of hunting dogs, hence the choice of Baskerville was a no brainer. What really was missing previously was a graphic element, which could be embossed in buttons, embroidered into labels and so forth. So I started working with a symbol to be combined with the name. I soon noticed that the negative space within the letters of the name actually could be a positive thing.