Standard Black was asked to create a distinct brand identity for this new collection including visual identity, packaging, brand video, and on-product. The goal was to differentiate it from existing Mack Weldon product and enhance Silver/u2019s technologically advanced attributes.

The logo/u2019s type is taken from the original Mack Weldon logo, thinned and stenciled for a modern,/u00a0utilitarian feel. The color palette, like the product, is created from dark grays and black.

The combination of black and silver, along with the sleek modern sans serif/u00a0creates a "smart/u00a0luxury" feel to the brand identity. The packaging is very minimalistic and the addition of the ink on the substrate in a way that light has to hit so you can read gives a nice touch to the pack, creating a matte-gloss relationship that many luxury brands strive to do with their package. Standard Black has done a really nice job with Mack Weldon's existing brand, by creating a specific product line and making it feel part of the original brand.