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Mr B & Friends creates identity for cricket helmet brand


By The Drum Team, Editorial

October 19, 2011 | 1 min read

Bath agency Mr B & Friends has created the brand positioning and identity for cricket helmet Ayrtek.

The product was conceived in 2007 by Bristol engineering student Tom Milsom and friend Matt Wells. The idea was to create a helmet that would reduce head injuries and it is now being worn by stars such as Kumar Sangakkarra.

Ayrtek CEO Jim Grant said: "Our brief to Mr B and Friends was demanding; a complete new branding and marketing exercise that needed to shout quality and make a serious impact in the world of cricket. All to be delivered in a product launch in a very short time frame."

Mr B & Friends was appointed in the summer without a pitch following a demonstration of its sports branding credentials.

Agency managing director Simon Barbato said: "We needed to create a brand that appealed to not only the pro, but the mass-market club player too."

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