Heritage rebrand Christy: Brand Identity and Strategy Case Study

Project Title
To evolve a traditional textile brand into an aspirational lifestyle brand
Client
Christy
Category
Brand Positioning,  Brand Evolution

“As a custodian of a brand with such rich heritage, we have a duty to ensure that it continues to weather and meet the challenges of the times. We are delighted with our on-going collaboration with The Yard Creative who have allowed us to reflect upon this by creating the new brand architecture, the new elevated look and feel, as well as digital experience.”

Vanshika Goeka Mirsa, CEO, Christy

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Question

Heritage rebrand Christy: Brand Identity and Strategy Case Study

How do we move Christy’s dated identity into the future whilst respecting the brand’s heritage, which is synonymous with the Royal family and Wimbledon since 1850?

Christy knew it was time to refresh and elevate their brand, making it resonate across new audiences to allow it to thrive for another 170 years, without alienating their existing customer base.

As an evidential design agency, research guides everything that we do. Analysing the brand, market, and consumers to define Christy’s positioning provided us with the foundations for all brand expression. We then developed a robust brand strategy; redefining Christy’s mission, purpose, and values to align the Christy team before we started developing the Christy brand architecture and identity.

Heritage rebrand Christy: Brand Identity and Strategy Case Study

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Change

Heritage rebrand Christy: Brand Identity and Strategy Case Study

Our development took us on a journey, delving deep into the Christy archives to draw inspiration from the past to inspire the future. The refined Christy wordmark was inspired by Christy’s strong and confident wordmark of the 1850’s, allowing us to build out the brand world further to provide more opportunities for expression, innovation, and collaboration. We looked at Christy in a holistic way to ensure we could lead and support across all aspects of the business, from their identity, tone of voice, retail environments, website, packaging, campaigns, and marketing. We built a dynamic brand that is an emotive storyteller, timelessly elegant, proud of its heritage, and driven by innovation. Christy is devoted to delivering exceptional products and experiences that embody the Christy brand essence.