Store Twenty Two was a secret pop-up for Birmingham’s own Jude Bellingham. Designed to give the player a hero send-off from the city who provided him his start in football. Store Twenty Two was made in Birmingham.



Adidas and M&C Saatchi came to Jard to develop a brand ID and language for Store Twenty Two in Birmingham’s own Bullring & Grand Central. The challenge here was to visually and verbally communicate Jude without giving away his appearance.



Utilising adidas typography we kept the brand ID simple with a monochromatic colour-way accompanied by hints of Madrid gold. Characterful hand drawn flourishes allowed for a welcoming personality, much like Jude.