The bold ambition
Famous throughout the world as an icon of the 1960s, Carnaby Street needed to elevate and reposition its reputation and future. As a contemporary destination, Carnaby Street has some of London’s best food, retail and lifestyle experiences. The new brand needed to reflect the past, while looking further forward.
The big ideas
Research showed us that visitors had incredible affection for Carnaby Street. People spoke about how it is a magnet for meeting, shopping and sharing. It was felt that it should take the independent spirit of what made Carnaby Street unique and repurpose it for tomorrow. That spirit and bright colourful energy lives on in the new brand.
Reintroducing the word ‘Street’ to the naming framework elevated Carnaby Street as a destination in its own right. A new logo was created which reflects the long, walkable nature of the street, with flexible rules around application allowing for varied digital usage.
A positioning of “Find yourself on Carnaby Street” dovetails straight into the sister brand of Soho, which Carnaby Street is now positioned as an integral part of, and a brand language that sits alongside the Soho visual identity designed Pollitt & Partners
