Designed for Discovery
To connect with millennial and Gen Z consumers, Blackberrys set out to build a casual, youth-focused brand that could live alongside its formal legacy. We partnered with them to create Urban Blackberrys - a brand rooted in exploration, choice, and self-discovery.
Inspired by a generation that values experiences over fixed paths, the brand’s philosophy encouraged freedom without guilt. Anchored by the tagline Why Plan, Urban became a bridge between the mother brand and a younger, more fluid mindset.
A sharp visual identity and detailed brand system ensured consistency across retail, digital, and social touchpoints - creating an immersive, contemporary brand experience.
The result was a strong emotional connection with young consumers, rapid sales growth across Blackberrys stores, and a visible refresh of the mother brand’s perception.
