Heritage and future in British Luxury
The Crown Perfumery, a British heritage brand dating back to Queen Victoria, housed some of the most expensive luxury perfume in the world. When Clive Christian bought the Crown Perfumery, the challenge was to modernise the brand to reach new audiences, without losing any of its historical significance and maintaining its premium.
We employed brand research and consumer insights to craft a comprehensive brand strategy that would preserve the essence of the brand while appealing to contemporary tastes. Leaning heavily on the hallmarks of British luxury, we created a brand identity that married beauty, creativity, and tradition. By updating the logo design, the iconic royal crest, we helped the brand better leverage its heritage to appeal to the modern luxury customer. Meanwhile, we developed a cohesive visual storytelling narrative around the craft and tradition of haute perfumery, celebrating the rarity, complexity and premium quality of the ingredients found in every bottle.
The rebrand not only enhanced customer engagement but also strengthened Clive Christian’s position in the market as a brand that seamlessly blends traditional craft with future-forward techniques, providing a catalyst for continuously innovative collections. The brand has been extended across numerous brand campaigns on social media and innovative environmental design concepts within their retail spaces
