Each bundle is wrapped in a piece of paper, called the ‘backsheet’, to identify its contents and then tied together with a pink ribbon. It is these two simple concepts that inspired the approach behind both the brand name and visual identity.

We immersed ourselves in the world of trial lawyer, through a process of discovery, research and stakeholder engagement, to understand how the product will improve traditional ways of working. A backsheet is a term known by all lawyers, so we embraced this as a brand name to create a clever link between the product and the audience/sector. 

A key element of the brand strategy was to create a compelling strapline. Through discovery, it was clear that well prepared lawyers, with facts at their fingertips, are more successful in court. In short – facts win cases. We backed this emotive strapline with a series of key messages and a supporting visual identity that positioned Backsheet as a premium, sector leading application that would align with the target market.

The logo itself is created using a real piece of backsheet pink ribbon as a way to visually connect the product to its origins and to create a recognisable brand marque.