The drive by ceramics group Wedgwood to widen its appeal to a younger audience has been boosted by the appointment of Russell Studio founder Dale Russell to create new product ranges.
The Branding Iron, Four IV and The Partners have all carried out recent design projects for the group as part of its bid to distance itself from its traditional image. Russell will work on a consultancy basis with Wedgwood’s in-house design team to create new ranges, and to work on establishing new methods for the design of future ranges.
Wedgwood creative director Jill Sharrock, who is responsible for Russell’s appointment, says the brief calls for a holistic approach to design strategy. “This involves observing and analysing the consumer while identifying and evaluating product, retail, environment and lifestyle trends,” she says.
Wedgwood is trying to move into designs for every day, rather than special occasion, use. The first product ranges developed with Russell should be available by the end of 1999.