BuroCreative rebrands Wedgwood

Iconic ceramics firm Wedgwood is aiming to reposition as a luxury home and lifestyle brand with a new identity, campaign and packaging designed by BuroCreative.

Image from the new campaign
Image from the new campaign

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’.

Brand development concepts, by BuroCreative
Brand development concepts, by BuroCreative

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.’

Historical development of the Wedgwood logo
Historical development of the Wedgwood logo

The new Wedgwood identity and packaging, also developed by BuroCreative, is set to roll out imminently.

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