Brand Licensing

Building brands and creating extraordinary experiences
Strong emotional connections are made when a brand truly understands its consumer. With brand licensing design, it’s no different. Whether you’re just dipping your toe into the world of brand licensing , developing a new product or refreshing a brand? We understand the licensing industry and we really get the importance of brand management. We work closely with brand owners and licensors to create leading brand experiences and initiatives that engage, inspire and drive retail sales.

Clients come to us for

+ Creative strategy
+ Brand development
+ Style guides
+ Merchandise
+ Packaging and POS
+ Product development
+ Print and digital
+ Book design

An immersive approach to creative strategy

Before we can even think about putting pen to paper (or cursor to screen), we get truly under the skin of each project with tailored research that immerses us in the brand, its competitors and key product category trends. This insight-driven approach, along with a clear understanding of our target audience, is the key to a hyper-focused brief as we move into design.

Brand development that cuts through the noise

Whether we’re defining the look of a new brand, evolving the style of an existing one or working on a brand extension; communicating its unique story is key. We believe that visual assets such as the logo, design architecture and iconography are essential in doing this well. That builds emotional connection and increases brand equity. We apply this creative approach to all brands, from FMCG products to global brands and licensing businesses. We showcase the brand’s unique offering, enabling it to shine.

Imaginative and comprehensive style guides for licensing programmes

Breathing life into brands is at the very heart of what we do, with decades of visual identity, packaging and publishing expertise. By crafting brand-centric and trend-orientated design elements, we can wrap even the most practical brand licensing documents in personality. From style, trend and capsule guides including licensing formats and product development ideas right through to comprehensive toolkits that help licensing professionals with brand management.

Simple design elements made for brand licensing

Whether core or trend-based, the most important assets found in a licensed brand’s style guide are its design elements. These “ready-made” assets showcase their unique visual aesthetic and are the primary tools used to develop new consumer products. A licensing program’s design elements may include compositions, badges, patterns, type treatments, borders, frames, backgrounds, textures and iconography. This style guide allows for collaborations and international licensing and it forms an essential part of licensing deals and new partnerships.

Merchandise to delight loyal fans and reach new markets

We channel our love and expertise of branding to develop commercial frameworks for new product development and merchandise, based on recognisable assets and artworks. These practical identity systems are designed for entering new markets and new product categories. Aimed to excite existing fan bases and to attract new ones with a range of products that will spread the legacy even further and, of course, drive retail sales.

Books designed for every fan

From spin-off stories and collaborations for world-renowned franchises to books based on film, comics, TV and pop culture, our designs always put the fans first. We take ideas right through from concept and design to art direction and launch material. We handle these global brands with the utmost care, developing formats that both fans and licensors adore.

Relevant case studies


Campaign resources for BookTrust's Time to Read campaign with ‘The Cave’ by Rob Hodgson

Pocket Wisdom

Packed with wise words and sage advice from celebrities and American politicians to queer heroes and proud singletons

Studio Noel have been fantastic to work with. I wanted to say an enormous thank you for your enthusiasm, creativity and most importantly your patience in developing new packaging guidelines for the Natural History Museum’s licensing and retail programme... you have delivered an incredibly efficient system and an engaging set of guidelines that represent our brand beautifully.

Natural History Museum

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