Sea pieces Jigsaw back together

Jigsaw is set to launch the first overhaul of its branding in five years, with the roll out of a new-look identity expected to take place over the next 12 months.

Jigsaw designer Katy Pegg, who is overseeing the work, confirms that the company is ‘looking’ at its identity and working with Sea. ‘We’re going to keep the logo image of peonies, so everything else will probably stem from that,’ she says.

Sea is now fine-tuning the marque and designing signage, packaging, carrier bags, swing tags, labels and in-store print material (see News Analysis, page 11).

Pegg says it is too early to elaborate on the roll-out of the identity. ‘It’s still in its infancy, and we haven’t decided what we’re going to do with it,’ she maintains.

‘[Jigsaw is] keen for the marque to look as if it hasn’t been touched,’ says Sea director Bryan Edmondson, explaining that the slanting logotype is being subtly redrawn.

Edmondson says he understands that the revamped identity will be applied through Jigsaw’s estate over ‘at least 12 months, with stores taken in priority. It will be rolled out in a way that won’t alarm customers,’ he explains.

Jigsaw confirms it plans to open two further branches, as well as two retail spaces for affordable clothing brand Kew, in the UK in the next few weeks. The first of these launches in York this week, followed by a Jigsaw accessories store on London’s South Molton Street in mid-June, says a company spokeswoman.