JB Group was conceptualised as parent / holding brand to manage the expansion of the JB Stable of brands – JB, JB Active, Motiv8. Our vision is for the JB Group to be a group leader tailored to the fashion and merch industry only. Want to continually target different segments within this industry, but not in any other industries. The JB Group to not just be another corporate business, but to be an institution (that lives beyond our generation) managing the potential of its sub-brands. Brand must be flexible to continually grow.

The brand needed to be able to stand on its own while remaining connected to all the brands under its stable.

The way we shaped JB Group had to communicate how they empowered consumers with the gift of choice, through inspiring product offerings and a unique shopping experience. With a focus on community, agility and expertise, we developed a confident, authentic and playful yet capable brand personality. JB Group had to translate across the JB stable of brands, acting as an endorser, lead and holding company. This had to be communicated was throughout all the brand assets allowing for maximum brand recognition. The chosen style of photography had to be engaging, authentic and real, with a focus on community and positive emotion. Colour palette is divided into quirky and mature colours, showcasing the dynamic position JB Group occupies.