Le Tigre- design -


  • Branding + Identity
  • Product Design
  • Retail Development

Project Details

BSP was hired to do the global re-branding for Le Tigre focusing on the playful and colorful irreverence the brand was launched with in 1977. We coined two phrases: one to define the modern attitude of the brand, “The Original Middle Finger,” as well as the spirited new consumer we are going after, the “Hometown Hero.”  With a brand-new story in hand, and more than three decades of popped collars behind us, we translated this new vision and voice into a graphic and colorful collection for men and women reinventing the neck label and chest embroidery with a bold new slant. Further, this new vision includes an engaging retail experience and a cheeky advertising campaign through traditional and new media channels. In addition, our studio also planned ongoing social media efforts for the 2014 incarnation of the Le Tigre brand.