William Penn wanted to enter the men’s premium accessories market with a distinct brand
that could stand out in the competitive bridge-to-luxury segment. The challenge was to craft
a brand that felt authentically English, aspirational, yet accessible — from scratch,
including name, visual identity, and strategic positioning.
Conducted market research to understand men’s lifestyle aspirations and premium buying behaviour.
Developed a brand name, Lapis Bard, that conveyed elegance, craftsmanship, and sophistication.
Designed a visual identity combining British heritage cues with contemporary appeal.
Created a go-to-market strategy positioning the brand as bridge-to-luxury, appealing to aspirational, style-conscious men.
Brand name, logo, typography, and packaging designed to signal premium quality while remaining approachable.
Marketing strategy focused on storytelling, craftsmanship, and lifestyle integration.
Product positioning and communication targeted men seeking aspirational yet accessible luxury.
Scalable framework laid for future product expansions within the category.
We midwifed the birth of an English brand for the modern gentleman — from name to identity to strategy. Today, Lapis Bard stands tall as a bridge-to-luxury icon.
Strong brand recall among target audience.
Established William Penn’s presence in the men’s premium accessories market.
Set a foundation for future growth in the bridge-to-luxury segment.
" Streak gave us speed and scale without compromising quality. Their LOOP workflows kept us ahead, every single day. "
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