20/20 gives Wallis softer look

Women’s retailer Wallis launches its updated corporate identity by 20/20 Design and Strategy Consultants next week.

The logo appears at the chain’s new look flagship “silver” store in London’s Oxford Street, also designed by 20/20 (DW 25 April).

All existing stores – 212 in the UK and 63 overseas – will be refitted this year. “The store exudes an aura of elegance, using cool marble, cast aluminium and classical ash wood,” says a Wallis spokeswoman.

Wallis’ aim was to update its tone of voice to be softer, more distinctive, more feminine and contemporary, according to store creative controller Christine Brickman.

In-store communication, carrier bags and ticketing have also been redesigned.