Our new look, courtesy of Le Dictateur

When we decided it was time to lock in a proper brand identity for Bait Society, we knew we couldn't just go to a standard agency. We needed someone who understood that we aren’t trying to be a "safe" production house. That led us straight to Federico Pepe and the team at Le Dictateur.

If you know Federico’s work, you know he doesn't really do "subtle." His studio operates under the mantra of doing things until their mothers are proud, and that uncompromising energy is exactly what we wanted. We didn't want a logo that just sat there quietly on a letterhead. We wanted something that felt like it had some weight and a bit of an attitude.

The process was less about brand synergy and more about finding a visual language that matched the kind of work we are already putting out. The result is sharp, bold, and honestly, a little intimidating in the best way possible. It is a visual identity that doesn't feel like it was designed by a committee. It feels like it was made by people who actually care about the craft of design.

Working with Liviu and Tobias was a highlight. They took our vague ideas about what Bait Society represents and turned them into something concrete. It is always a bit nerve-wracking to hand over your baby to another creative team, but seeing the final files was one of those rare moments where everything just clicked.

You’ll be seeing the new look across everything we do from here on out. It is a big step for us, but it feels like we finally have a suit that actually fits.

Credits:

Executive Creative Director Federico Pepe

Design Director Liviu Andronic

Designer Tobias Rebecchi