Zavvi was created after a management buyout in September led by Virgin Megastores managing director Simon Douglas and finance director Steve Peckham.
Live & Breathe was hired following a five-way pitch against undisclosed agencies. The design shop will develop the brand's channels, including in-store and point of sale, as well as handle online marketing and internal communications.
Caulder Moore is overseeing Zavvi's identity strategy (Marketing, 17 October).
Zavvi will be positioned as a CD, DVD, books, games and videogames retailer.
Details have not been disclosed, but the chain is estimated to have cost its owners in the region of £20m.
Zavvi will operate 125 stores nationwide, and plans to rebrand its Irish outlets and a transactional website to Zavvi in January.