BuroCreative was recently enlisted to modernize the identity of the iconic Wedgwood brand. The new campaign brings a fresh relevance to the luxury and lifestyle product retailer.
The brand was established in 1759, making it rich with history and longstanding relationships with other revered brands like Waterford Crystal and Royal Doulton. BuroCreative took Wedgwood’s wonderful heritage and simply presented it in an appealing, contemporary way.
The new ‘House of Wedgwood’ campaign shot on the Wedgwood Estate captures decadence and excess in every shot. Each shot has an exorbitant amount of the same product, like a model sitting amidst a room stacked high with teacups and saucers; though the effect is not boastful and reads like a whimsical magazine editorial.
Fashionably Rebranded Retailers
The Wedgwood Brand Updates its Look with Magazine-Like Captures
Trend Themes
1. Luxury Lifestyle Modernization - BuroCreative's rebrand of Wedgwood shows the potential for high-end luxury retailers to modernize their brands with a fresh look.
2. Whimsical Magazine Editorials - Wedgwood's 'House of Wedgwood' campaign demonstrates the trend of luxury brands utilizing editorial-style photography in their marketing campaigns.
3. Heritage Brand Refresh - More heritage brands, like Wedgwood, may turn to modern rebranding campaigns to refresh their identities while staying true to their historic roots.
Industry Implications
1. Luxury Homeware Retailers - The homeware industry may see an increase in modernization campaigns to appeal to younger demographics, as demonstrated by Wedgwood's success.
2. Editorial-style Photography - As luxury brands continue to modernize their image, photography and marketing agencies may see a demand for editorial-style photography in advertising campaigns.
3. Heritage Luxury Brands - More heritage luxury brands, particularly those with extensive histories, may consider fresh rebranding campaigns to keep up with modern consumer demands.