The consultancy was awarded the project, which will be led by creative director Dominic McCormack, following a three-way creative pitch in June.
Chilli UK has worked with Wedgwood since 2002 and designed the brand’s Christmas campaign in 2003.
The design will be used on all point-of-sale material, including posters, A4 show cards, price cards, banners and window display kits, and will feature the usual seasonal colours.
David Whittle, managing director of Chilli UK, says that the main challenge was to create a theme that tied together all four WWRD brands while enabling each brand to stand alone, as each ‘has its own personality’.
This was overcome, he explains, ‘by coming up with this one generic Christmas icon, with elements of all the brands’.
Whittle adds, ‘We needed to keep in mind that it’s about giving – it’s really important that the single-minded proposition is about the perfect Christmas gift, not promoting one brand over another.’
The work will be in stores at the end of October.