The Marley family wanted to develop a brand around Bob – given his ubiquity, of course, this was a pretty gargantuan task. In building the strategy, we started by creating an internal mantra “What would Bob do?” in order to use this as a driving force for Creative. So, that translated to ideas of emphasizing music, social responsibility, environmental stewardship, and helping people.
What Would Bob Do?
Working with the Marley family to craft a brand around their iconic patriarch
Client
- House of Marley
Industry
- Audio & Lifestyle
Expertise
- Brand Strategy
- Creative Direction
- Identity Design
- Packaging
- Experience Design
The logo we created was inspired by a crown, as there is deep significance of the “king” in Rastafarian culture. We also wanted the design to feel like a continuous line, representing ongoing-motion and embrace.
IDENTITY AROUND AN ICON
In creating concepts for packaging, the materials we designed with needed to be 100% sustainable and organic – We even experimented with potato packaging, which was novel at the time. We ended up with a minimalist molded-paper design that felt raw and “from the Earth.”
For concepts for the Marley booth at CES, the brand could be felt throughout: We used rustic, natural materials that could be easily repurposed and reused from show-to-show; the booth acted as a listening station for Marley products; and it doubled as a stage, so various bands could perform with guests seated at the edge or watching up front.