MULBERRY
BRAnd positioning, identity & launch
BUILDING A MODERN DAY BRITISH FASHION BRAND
The Challenge
Define a new brand position for the English luxury icon, helping to turn around declining sales and relevance by relaunching the brand identity through the latest designer’s first collection at London Fashion Week.
The strategy
Mulberry exists as a series of ‘beautiful contradictions’ tensions that are inherent to the country, and the brand, that, when harnessed, reinforce what makes the brand unique. It’s heritage, its classism, and its modernity.
The Idea & Execution:
The new visual identity for the iconic British returned Mulberry to its roots - integrating classic English design tropes with a modern-day approach to craftsmanship. The launch of the brand expanded designer Johnny Coca’s design philosophy and integrated it into the new positioning and identity. Social content was co-created with English designers and creators to connect the story together.
The Result:
Sales rose 9% in 2016 after its launch with a flourishing international expansion program that has seen the brand extend its presence into global markets. Mulberry’s cultural relevance has increased exponentially, so much so that Burberry took ‘inspiration’ for its own relaunch.
