“We’ve modernised the brand - moving it forward from the previous rather generic, conventional and functional high street feel, whilst leveraging the significant equity in its name, brand story and specialist market positioning. By capturing and expressing the emotive essence of the brand - ‘inspired effortless style’ - we have created an ownable, distinctive brand identity and personality. The new packaging works to further engage customers and bring to life the brand story and narrative in-store.” Ian Caulder, Creative Director, Caulder Moore
