The Antler brand had stagnated, it felt tired and old fashioned in comparison to the market leaders. We looked at re-positioning the business as a challenger brand that embraced change and exuded confidence. The new brand identity is built on the culture and flair of British design and underpinned by heritage, history and craft. We created an identity which when used in a new context with our new imagery and language, adds a playful, cheeky but sophisticated twist to the brand. The imagery we art directed had to bring the playful personality we created to life. We developed a reductive approach using bold colour and simple shapes using a combination of still life mixed with fashion photography to give it some energy and to bring it to life.