Lane & Merriman

Brand Identity · Web Design

Brand identity system for a wholesaler connecting brands and retailers.

Lane & Merriman approached Regular Animal to create a strategy and brand identity framework that would both raise its profile and support its future plans.

Lane & Merriman is a wholesaler co-founded by two entrepreneurs based on opposite sides of the Atlantic with a shared love for high-quality goods.

Our creative agency provides naming, brand identity, and a website that captures their elegant, sophisticated take on international trading.

Lane & Merriman’s distinctive name comes from the Oscar Wilde’s play “The Importance of Being Earnest” in which Algernon’s butler, Lane, and Jack’s butler, Merriman, play the parts of the stereotypical English butlers: sober, helpful, and exceptionally loyal. 

The Lane & Merriman brand identity is as straightforward as the two characters who inspire it; welcoming and accessible, with a solid logotype set in an old-school serif, and a supporting typeface. The typography of the wordmark works well at different sizes, scaling up to show details and proportions. 

The website takes its cues from classic catalog design, with rule lines and a gridded structure that is easy to scan. The clean, clear design extends to the navigation, which allows users to find anything they need with a minimum amount of clicks. 

Brand Identity Lane & Merriman
Web Design Lane & Merriman
Web Design Lane & Merriman
Web Design Lane & Merriman
Web Design Lane & Merriman
Brand Identity Lane & Merriman