BP.

Rebrand, Multi-Category Packaging Suite, & Pop-Up Design

Emerging in 1984, BP. is a private label Nordstrom brand exclusively available at Nordstrom and Nordstrom Rack. Rooted in its origins as "Brass Plum," the brand embraced transformation, rebirthing as BP. in the early 2000s.

While BP.'s foundation was women's junior apparel, it has since flourished into various fashion domains, embracing men's apparel, accessories, handbags, footwear, and even home décor.

As the initials "BP." evolved from "Brass Plum," the name echoes a broader narrative of self-expression. The brand’s belief is simple yet profound: What you wear serves as a mirror to your chosen identity—here, today. It’s guiding anthem: Be bold. Be proud. Be new. Be you. BP.

Our collaboration with BP. revolved around sculpting a brand experience that captured the essence of self-expression through style. Empowered by Nordstrom's vision, we embarked on a comprehensive venture spanning strategy, brand identity, packaging, signage, pop-up, and campaigns. The outcome? A brand world that marries self-expression, modernity, and youth, interwoven with undeniable commercial prowess.

Brand Strategy & Identity
Packaging Design
Editorial Design
Experiential Design

Services

Enter the world of BP., where self-expression is not just a statement—it's a lifestyle. With its youthful allure and cool, trend-right aesthetics, BP. embodies today. Where what we wear is an expression of who we choose to be, on this day, in this world.

Be bold. Be proud. Be new. Be you. BP.

The rebrand in the making.

At Studio Marylou, we gave BP. a polished new look, positioning it as a fresh and welcoming space to enjoy. The updated logo is modern and bold, featuring memphis-inspired accents to act as playful touches that radiate expression. Its soft color palette exudes a warm subtlety, complemented by declarative messaging that encapsulates the wide range of BP.'s offerings. We’ve shaped BP.'s identity around their values, leaning into elevated, inclusive photography that captures a fresh perspective. Understanding their desire for a focus on self-expression, the new BP. embodies the youthful and diverse spirit of the brand and its following.

BP. elevates your everyday with pieces that steps up your signature look with confidence. It’s the bold you. The brave you. The you you’ve been building up to be

Brand Experience

We created a BeautyCon Pop-Up, where BP. seamlessly transformed into an immersive experience. Every design decision was made with intention, creating an environment that invited visitors to engage with fashion as a means of self-expression. With our careful interweaving of this concept throughout the pop-up, we achieved something greater than a heightened experience—we sparked a profound shift in BP.'s brand and business. Guests embraced BP.'s core, leading to increased sales, greater brand recognition, and a lasting connection with their audience.