Royal Doulton-owned ceramics brand Royal Albert is set to launch a Zandra Rhodes-designed table-, gift- and glassware range this October, in a bid to attract younger, more fashion-conscious consumers.
Branding for the collection, including point-of-sale materials, carrier bags, boxes and swing tags, has been created by London consultancy Explosive.
Royal Albert brand manager Cathy Maskell tasked Explosive with creating an identity that merges the Royal Albert and Zandra Rhodes brands. The resulting visual identity incorporates both brands’ logos, along with Rhodes’ trademark butterfly and gold ‘squiggle’.
Mint green and fuchsia packaging aims to convey the fashion designer’s ‘passion and eccentricity’, says Explosive creative director Antony Wallis. ‘We’ve also designed special boxes for each giftware item,’ he adds.
The range is part of a strategy to ‘widen’ Royal Albert’s audience, according to Maskell. ‘The Zandra Rhodes collection is aimed at women [aged] 35 and upwards – a slightly younger age range for us. Our traditional products are aimed at [women aged] 45 plus,’ she explains.
Explosive won the work without a pitch in January, on the back of its existing relationship with Royal Albert. Wallis and senior designer Penny Jaram were creative leads on the project.