TBWA creates new brand for iSpot

iSpot has launched a new premium brand of accessories and devices for Apple products — "B." — marketed under the tagline "for human B." TBWA was responsible for developing the unique brand strategy and name for the mobile accessories market. The agency also created the full visual identity, including product packaging designs, and — in collaboration with iSpot's team — contributed to the design of some case patterns.

Three product lines for brand B.

The B. brand offers three product categories: B.safe — protective accessories safeguarding phones from damage and offering unique functionalities (e.g., magnetic cases with optional car mount accessories), B.on — stylish accessories allowing users to express their individual style and personality through specific patterns, such as power banks and chargers, and B.me — designer accessories enabling users to express their personal style through specific patterns. Each product line is packaged in a different color: B.safe — green, B.on — yellow, B.me — black. This emphasizes their individuality and helps customers easily locate desired products on shelves. The entire portfolio is built around the concept of an ecosystem that each consumer can personalize according to their unique needs.

TBWA: consumer research over technical specifications

Alena Suszycka, Managing Director at TBWA, adds:

B. is a milestone in the mobile accessories market, where brand identity and communication are typically focused on products. The starting point for developing the B. concept was consumer research, which helped tailor the product range to people’s real needs and behaviors, rather than — as has traditionally been the case — just to phone technical specs. The communication strategy was developed during workshops using TBWA’s Disruption® methodology, which enabled us to effectively break through the status quo of the entire category and identify new business potential. To stand out in a market dominated by technical data, we chose to communicate through emotions, based on the premise that today’s phone is an expression of our identity.

TBWA was responsible for creating a comprehensive and cohesive brand concept. The agency developed B.'s visual identity, including designing an original and modern logo. It also authored the brand claim "for human B." TBWA designed three pilot packaging concepts for the product groups and contributed to nature-inspired case design patterns.

Summary

TBWA is responsible for the strategy, name, and full visual identity of the new "B." brand, launched by iSpot as a premium line of accessories and devices for Apple products. The portfolio is divided into three lines: B.safe with protective accessories, B.on with stylish add-ons, and B.me with designer patterns. Each group features its own packaging color — green, yellow, and black.

The starting point was consumer research rather than phone specifications, and the communication strategy was developed using TBWA’s Disruption® methodology in workshops. The agency also created the logo, the tagline "for human B.", three pilot packaging designs, and part of the case pattern designs.