Tynan D’Arcy has been appointed to undertake Yardley London’s future design projects, including pointof- sale and marketing materials. The brands, which are owned by Lornamead Group but recently broke away to manage themselves under the name Yardley London, appointed Fresh Trends Design in February following a three-way creative unpaid pitch.
Lornamead’s in-house design for the Yardley London line is set to launch along with the Woods of Windsor rebrand in September. Fresh Trends Design has created a new identity, packaging and point-of-sale material for Woods of Windsor’s men’s and women’s lines.
Yardley London briefed the consultancy to emphasise Woods of Windsor’s heritage as a brand that used plants found in England’s historic gardens to create its products. ’Woods of Windsor is being positioned as an aspirational range of luxury bath, body and home products, so we have reintroduced some of the brand properties that disappeared with the last rebrand, and put an illustration of Windsor Castle in the identity,’ says Yardley London marketing manager Karen Cullen.
The consultancy created four botanical illustrations depicting rose, lavender, lily of the valley and white jasmine, which have been applied across the brand’s range of eau de toilette, shower and bath products, moisturisers, drawer sachets and room sprays. Fragrance brand Yardley London’s revamp will ditch pastel shades in favour of stronger, bolder colours and sees the brand’s royal warrants enlarged on the packaging.
The names of the different fragrances, which used to be enmeshed in the logo, have been separated. Yardley London awarded Tynan D’Arcy theYardley design brief in April, after the Windsorbased group approached Yardley speculatively regarding the Woods of Windsor brand, which was already mid-tender.
- Officially founded in 1770, fragrance house Yardley London is believed actually to have been formed up to 150 years earlier, having received a concession by Charles I to manufacture lavender soap
- Woods of Windsor was established in 1971 after Roger and Kathleen Knowles bought a chemist’s in Windsor called Woods and found old apothecary and perfume recipes in the attic