Wedgwood was founded by Josiah Wedgwood in 1759 in Stoke-on-Trent. The company, which had merged with Irish firm Waterford Crystal, went into administration in 2009, before being bought by private equity group KPS Capital Partners.
Wedgwood is now part of a group of companies called WWRD, which manufactures and distributes brands including Wedgwood, Waterford Crystal and Royal Doulton.
BuroCreative was tasked with repositioning Wedgwood as a ‘modern, current and relevant English luxury brand’.
The first execution of Wedgwood’s new look is a global advertising campaign, developed by the consultancy, which focuses on the idea of the ‘House of Wedgwood’.
The consultancy worked with photographer Rebecca Miller on a shoot at 18th century manor house Barlaston Hall, which is on the Wedgwood Estate.
Roly Grant, creative director at BuroCreative, says, ‘We wanted to apply a more high-end fashion-led approach and accentuate and celebrate Wedgwood’s Englishness. Many brands would love to have the heritage that Wedgwood has.’
The new Wedgwood identity and packaging, also developed by BuroCreative, is set to roll out imminently.