HMKM helps to put Ravel a step ahead of its rivals

Hosker Moore Kent Melia has begun development work on the redesign of footwear brand Ravel’s identity and retail format, as part of the brand’s move into a more fashion-led market.

The consultancy is also designing packaging, including boxes and carrier bags and point-of-sale material.

Both the brand identity and retail concept will launch in September. The retail concept will be trialed in Ravel’s Dudley Merryhill store in the West Midlands and then rolled out across the brand’s 51-strong estate.

Ravel marketing director Rosemary Carr says, ‘There was a gap in the marketplace for a fashion shoe brand aimed to meet high aspiration at an affordable price. [The revamp] is reinforcing Ravel’s heritage as a premium brand on the high street in terms of quality and design.’

‘The retail brand identity is being developed to work across different formats,’ she adds.

The consultancy was asked to take the brand forward into a higher band in terms of fashion and quality, says HMKM creative director Peter Kent, and both the brand and retail identities will be radically different from their existing formats.

‘This is not an evolution, though the work will retain some of the brand’s historic qualities. The logo will be different in terms of colour and typeface,’ says Kent.

‘We are looking at a complete retail identity for all the stores, though there may be slight differences for women’s outlets,’ he adds.

The consultancy, which was appointed in April, won a two-way credentials and creative pitch.

Ravel is part of the Clarks International portfolio. It offers men’s, women’s and children’s collections and has plans for women-only stores. The company reported a 6 per cent increase in year on year sales in April.