Challenge

The embodiment of classical English elegance, Christy is a well-established manufacturer of household linens. Due to increased competition from an over-crowded marketplace, Christy had begun to lose market share to large retailers with aggressive discounting tactics.

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Insights

Christy approached us to help re-establish its premium positioning as an aspirational choice, with the creation of a fresh brand identity and campaign to engage a younger demographic and recruit a new generation of customers.

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Outcome

A new marque and branding suite was created, giving a modern twist to over a century of heritage for this British brand. By re-establishing their manifesto – that bed linen and towels are the closest thing to you and your skin at the start and end of every day – we wove in the notion of sensual luxury to refresh the brand for a younger market.

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The elegant new design language brought the brand to life in a fresh and contemporary way, whilst celebrating Christy’s long heritage of subtle and sophisticated luxury.

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With the new branding live across all digital channels and in-store, the advertising campaign and 2018 Wimbledon partnership and brand activation generated wide-reaching awareness for the brand with the new key target demographics.