Elizabeth Arden - Rejuvenating an established brand
Retail consultancy, identity, retail design and project management
By the early 1990s, public perception of the brand had shifted from innovative to conservative – as a result, it had dropped out of the top five premium cosmetics and fragrance brands. Our brief was to extend the UK brand to a younger market, without alienating its established customer base – changing how the brand is perceived through its in-store presence. The new design was rolled out in stores across the UK and resulted in re-establishing the brand in the top-five.