Seymourpowell was appointed by Christy England to re-establish their premium positioning and raise awareness among a younger demographic via a new brand identity. The newly created logo is now featured on their products, digital and social channels and gradually launching across their UK stores; most recently seen as part of Christy's 2018 Wimbledon towel collection.
Seymourpowell commenced the project by re-establishing Christy's brand manifesto focusing on the idea that bed linens and towels are the closest thing to you (and your skin) at the start and end of each day. Utilizing this concept of everyday luxury, Seymourpowell then explored the idea of Christy's products creating moments of everyday luxury and a form of sensuality which they rolled out into all aspects of the branding, from updating the logo into a simple yet elegant design to refreshing all of the brand's product imagery to be more exciting and stimulating.
The final result is a branding suite which still celebrates their fantastic heritage while bringing it up to date and making them more relevant and engaging for a younger consumer.
"We relished the opportunity to take such a quintessentially heritage British brand and update their branding to keep hold of their identity whilst re-establishing their premium offering to a younger audience," commented Meg Patel, Senior Client Director at Seymourpowell. "Christy now embodies classical English elegance with a vibrant contemporary twist."