Fitch rebrands Royal Doulton

Fitch has finished the first stage of a rebranding programme for The Royal Doulton Company with the release of a new corporate identity for the Royal Doulton brand.

The work is part of a lengthy revamp of the entire company, which will see Fitch design new identities for the company’s five remaining brands – Royal Albert, Royal Crown Derby, Minton, Caithness Glass and Beswick.

The design group’s main objectives were to “assess the current state of the Royal Doulton brand in terms of its strategic positioning and identify opportunities to strengthen the core brand to give more relevance to today’s customers”, says a Fitch spokeswoman.

Royal Doulton head of global marketing and design Michael Bozman says Fitch has “added focus to support our initial thinking”, following an extensive research programme at the chinaware manufacturer.

“Royal Doulton is going through an important period of change in its long history. We need to be relevant to today’s consumer both in the product we bring to market and in the shopping experience and presentation we offer,” says Bozman.

Fitch director Meurig Jones adds: “Given the immense heritage and tradition behind these famous British brands, we are pleased to support Royal Doulton in re-defining its future potential.”