Brown Thomas

A modern retail identity for an Irish icon.

About the project

A refresh of a heritage department store for a new generation of shoppers, in store and online, without losing the sense of occasion. The result: an identity system and seasonal campaign toolkit spanning windows, print and social.

Opportunity

A much-loved store with a long history needed to feel as special online and on social as it does walking through the doors, without losing its sense of occasion.

Process

We started in the store itself, looking at windows, bags, signage and how people move from floor to floor. The identity grew from a refined wordmark and a restrained palette, with a campaign system flexible enough for every season.