Northcross has won the brief to revamp Scottish jewellery manufacturing-to-retail group Carrick’s identity, as the company moves to gain a more contemporary edge over mid-market rivals.
Secured on the back of a three-way pitch, the brief takes in interiors, packaging, signage and corporate literature for both Carrick and its retail arm Catherine Shaw.
Carrick managing director Eva Smith, who was appointed earlier this year, is keen to distance the retailer from its 16-year-old Art Deco-style Charles Rennie Mackintosh jewellery range for which it is best known.
‘It is still a strong-selling range, but the market is awash with similar products and we want to set ourselves apart from other mid-range brands,’ asserts Smith.
Northcross joint creative director Ewan McCarthy, who is managing the project, says the consultancy has been asked to sharpen up the brand and give it a more modern profile.
The group recently presented the first concept design of its Catherine Shaw signature revamp, which will make its debut on the Argyle Arcade outlet’s storefront. The powder blue shades of the company’s packaging have also been replaced with a two-tone charcoal grey and vivid blue colour palette.
Northcross will also be responsible for interiors of a new Catherine Shaw outlet scheduled to open in February 2003 in Glasgow’s Argyle Arcade (pictured), as well as refits on the retailer’s existing two stores in Glasgow and Belfast.
In-store design features will include a water wall and a display of washed river stones on the floor, interspersed with LED uplights. Stones will be interchangeable enabling the outlet to theme the floor area according to the time of year.
‘The aim is to create a cosy, contemporary look, with quirky features, which are boutique-like and intriguing,’ offers McCarthy.
Work will not begin on the wider Carrick corporate identity overhaul until next year.