Royal jeweller refines identity

Royal jeweller Asprey has appointed Smith & Milton Original to review its corporate identity as part of a new brand-building campaign by the jeweller.

The identity programme is intended to promote Asprey “as a luxury brand worldwide” and the project will range from the company’s corporate signature through to store packaging, according to S&MO founder Howard Milton.

This is the brand’s first complete identity overhaul in its 215-year history. S&MO won the job after working with Asprey on its sponsorship for the Ferrari Formula One team.

“Our first task will be to define a visual standard that reflects Asprey’s quality, and to ensure a consistency in all elements of the brand communication,” says Chris Bradley, who is heading S&MO’s design team on the project.

The new identity is due to be launched in the autumn. M&C Saatchi has been appointed to develop advertising for the Asprey group as part of the new campaign.