The consultancy was appointed to the branding work due to an existing relationship with the client, having previously worked on its advertising.
The new branding shelves the previous marque, an image of two ladies carrying parcels, and instead gives prominence to the ‘by appointment to H.R.H The Prince of Wales’ crest and the brand’s 40-plus year heritage.
The typeface is unchanged, though the lettering now uses a white, Royal blue and gold scheme.
The new branding is centred round the idea of ‘implicit luxury’, using subtle cues to indicate the brand’s high-end credentials without ‘shouting about it’, according to Unreal senior designer Ryan Tym.
The wealthy customer base is hinted at in in-store graphics, with text referencing fashion designers, such as ‘crease-free Coco’, ‘squeaky-clean McQueen’, and ‘blotchless Brioni.’
As well as shown in-store, on advertisements and on promotion cards, the new branding will also be shown on a new website launching next week, built buy the in-house team at Johnson’s Dry Cleaners, Jeeves’ parent company.
The in-store posters and cards use a bright range of colours, which Tym says is to appeal to more women and move away from the brand’s traditionally male audience.
Unreal has also created a moving-image campaign, shown in screens behind the cash-desks in the outlets.
The branding will appear in the Jeeves UK stores, which are mostly in London, with one in Manchester; and may later move into the overseas outlets such as Dubai. The branding is set to start rolling out from next week.