Wedgwood launches new corporate identity

Wedgwood is expanding beyond its traditional exclusive image with the launch of a new corporate identity, and ranges of cheaper, trendier and more everyday tableware.

The Partners design agency won the brief to rework the china maker’s identity and lend the brand consistency across all of its communications in its three core markets (the UK, US and Japan).

The move is part of a push by Wedgwood to build its brand in the UK. Lisa Kitteridge, UK project marketing manager for tabletop, says: “Our brand name is not strong enough to sell a handbag in the UK. In Japan it is.” The company hopes that plans to diversify in the UK luxury goods market will be introduced as the brand gains strength from its new identity.

The new logo will appear on store fronts, products and gift boxes, from mid-December.

The company’s product launches aim to attack two new markets. There will be a mid-price formal range targeted at young home owners rather than brides, the traditional target and a casual range for everyday use.

It is also launching Sarah’s Garden, a range which comprises 60 items including table cloths, china ornaments and oven gloves.

This is a departure from the usual 12 tabletop items offered in its traditional ranges.

Wedgwood plans to support all of these launches next year with a 5m advertising campaign through Mustoe Merriman Herring Levy.

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