Wedgewood - design by Hookson
Wedgewood - design by Hookson

Branding an icon

Global brand strategy, design and digital consultancy for Wedgwood.

First established by Josiah Wedgwood in 1759, Wedgwood has grown to become one of the renowned brands for ceramic design in the world. As such, its brand image is crucial; to maintain a tone of voice and a marketing presence that is perfectly in keeping with its status.

As such, one of our first tasks was to gain a greater understanding of its markets through extensive research and brand segmentation. This led to greater opportunities to broaden the brand’s appeal to new target groups. The subsequent development of new brand strategies allowed us to show Wedgwood in a new light, further widening its appeal worldwide.

A brand proposition, design theme, image strategy and brand identity guidelines was then developed. This formed the lynchpin of all further design requirements, such as: interiors, product literature design, packaging, point of sale, digital communications including the website. It also allowed easy translation when carried across to joint branded material, such as Wedgwood’s designer ranges featuring Jasper Conran and Kelly Hoppen.


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