Wedgwood, the classic ceramics manufacturer, is embarking on a major redesign in an attempt to move its identity towards a more modern lifestyle brand.
The new design, which is by The Partners in collaboration with Wedgwood, is to be phased on to all Wedgwood products, packaging, print and retail stores from January. While Wedgwood’s traditional strengths have been in formal and special occasion tableware, the company now plans to introduce less formal ranges. A botanically themed range, Sarah’s Garden, is planned and includes oven gloves, tablecloths, lamps and vases.
The new logo reinterprets the company’s famous Portland Vase icon, incorporating the traditional Wedgwood colours of Portland and pale blue in a contemporary design. Typefaces are Gill Sans and Perpetua.
“Our brand is our most important asset,” says Wedgwood managing director Paul Hick. “It’s time to sharpen our competitive edge and give Wedgwood products a fresh appeal to new and different consumers.”