David Redman’s eponymous founder appointed Attica two weeks ago, following a five-way credentials pitch. He also worked with the group last year on a print ad. ’A lot of design groups are too corporate, antiseptic and have lost their creativity,’ says Redman. ’We want iconic packaging, inspired by fashion, to complement our products.’
Attica creative director Louise Hilton claims that while the new visual identity will use traditional luxury branding cues, the packaging will ’be really distinctive and quirky, using images of movie stars and inspired by Lulu Guinness and Henri Bendel’s branding and packaging concepts’.
Redman, which creates lighting, tableware and other pieces for clients, many based in the Middle East, is hoping to broaden its appeal in the UK and contemporary markets. It is dividing its offer into ’vintage’ and ’contemporary’ collections (pictured). The branding for the two will have ’very different, but linked, looks’, says Hilton.
Attica has also been tasked with designing brochures and the look and feel for a ’vastly improved e-commerce site’, which is due to launch in phases from next month until June, says Hilton. The branding and packaging will roll out before November, when Redman hopes to open a shop in the Lanes area of Brighton. It relocated from London to Brighton last year.
Redman says he hopes to work with Barber Design on the store, but has not yet officially appointed the consultancy.