‘For the first time in 44 years, BBH has rebranded. Built to express the power of difference in an age of agency consolidation and AI sameness, the identity sharpens BBH’s most iconic assets and turns its Zag philosophy into living design. A flexible 3D Zag system, three bespoke open source typefaces—BBH Bartle, Bogle and Hegarty—and a bold new motion language bring attitude, craft and rebellion back to the forefront. The result is an identity that feels unmistakably BBH.
The work is rooted in BBH’s 1982 Levi’s campaign that introduced the mantra “When the world zigs, zag” and the iconic Black Sheep. Since then, the Black Sheep has stood as a symbol of creative defiance and independent thinking. The rebrand evolves this legacy for a new era.’
Our design team collaborated with type foundry Studio Drama to create an open-source custom typeface for the rebrand. Named after the 3 founders, the 3 weights honour BBH’s British heritage by reimagining the classic British Grotesque with the introduction of bespoke Zag characters. I led the creation of the 3D Zags used throughout the branding, modelling and texturing a distinct Zag for each client, as well as additional variations. I also developed a series of 3D mockups to support the rebrand and its broader application.