NE6 refreshes identity for Beaverbrooks

NE6 has created a new identity, packaging, window signage and a 40-page design manual for national chain Beaverbrooks Jewellers. Meanwhile, the 33-strong chain’s interiors are being revamped by Colin Williams Design in Hexham.

The identity, which launches this week, is intended to be simpler, cleaner and more stylised, says NE6 director David Coates.

“The old identity was incredibly dated… They wanted a fresh positioning in the market place,” Coates says of Beaverbrooks. The company has been operating since 1927.

The six-strong Newcastle group created a bespoke typeface in blue and gold. The B monogram will eventually be used separately from the rest of the identity.