The LUXURY Marketing & Branding LOOK book
ABOUT us HWE is a Luxury Marketing & Branding Agency based in London, specialising in Fashion, Jewellery, Beauty and Lifestyle.
Founded in l993 as an advertising agency specialising in luxury brands, HWE has moved on and is experienced in all areas of communication – advertising through to online. Our dedicated specialism: Intelligent Luxury Marketing. It is this undivided focus that gives us our competitive edge: an innate understanding of the architecture of luxury brands. How to build them. How they should look, think and feel. Insider knowledge that informs and elevates our strategic thinking. Leading to a well deserved reputation – image makers for creative brands. Forward-thinking, innovative, commercially astute – our strategic management and creative teams are high achievers, ambitious for the work they do, and the brands. Aspirational brands, like yours.
WHAT Singles US OUT
OUR MISSION: to always assume a brand should be aspirational. A lot of great ideas get dumped along the way – it’s the survival of the most fitting communications to achieve our client’s aims for the future, our aims for them. Our aims are always ambitious.
SERVICES
BRANDING
WEBSITE DESIGN
ADVER TISING
EDM
MARKETING STRATEGY
SOCIAL MEDIA
CAMPAIGN CREATION
POS
CONTENT CREATION
MAGAZINES
AR T DIRECTION
LOOKBOOKS
BRAND FILMS
CRM
Brief The award-winning Australian bathware brand, handed us the challenge of raising brand awareness. Our task was to communicate the brand’s DNA across all touch points while elevating and re-launching to a new, sophisticated audience. We needed to develop a creative hook for the new website, as well as print & digital campaigns to hang on for many years to come.
Solution We created ‘Bath Couture’. Like Couture itself, apaiser’s master crafted approach, materials and careful attention to detail were the pillars that formed the concept. We established apaiser as the authority
Branding Advertising Marketing Strategy Digital Website Design Brochure POS EDM
in bathware by elevating their profile into a set of 4 highly aspirational images, shot by acclaimed photographer Kristian Schuller. It was this Couture style mixed with a fresh typographical injection missing from the competition that proved to be a unique point of difference.
BATH COUTURE® IS HIGH END CUSTOM DESIGNED BATHWARE, INDIVIDUALLY CREATED WITH EXTREME ATTENTION TO DETAIL AND FINISHED BY THE MOST EXPERIENCED MASTER CRAFTSMEN. DISTINGUISHED BY THE EXCLUSIVE USE OF HIGH QUALITY, LUXURIOUS APAISERMARBLE ® ENRICHED WITH THE PURITY OF AUSTRALIAN MINERALS. EXPRESSION KNOWS NO BOUNDARIES.
MELBOURNE 344 Burn l ey St, Ri chm o nd
Belle-DoubleSpread_final.indd 1
Disco ver o ur glo bal partners o nline
S I N G APO R E 23 Mosque St
10/05/2017 11:15
Brief Following the success of the original StormFlower fragrance in 2014, we were asked to produce the promotional campaign for this unique new addition to Cheryl’s fragrance range. Encapsulating everything that is beautiful and exceptional about the StormFlower brand – resilience, contrasted against soft and timeless beauty.
Solution We commissioned Mariano Vivanco to shoot the campaign. Mariano successfully captured Cheryl’s personality to reflect the essence of the new fragrance. The result – a high impact, compelling campaign to launch the fragrance.
Advertising Art Direction Digital Marketing campaign Video
Advertising Marketing Strategy Art Direction Branding Brand Guidelines Brochure Digital Event Marketing campaign Newspaper Packaging Production Website Design Social Strategy Video
Brief
Solution
Whilst already a successful retail brand with five stores selling luxurious own brand
We planned an extensive marketing strategy, visual brand campaign and new packaging –
merchandise (and a well-kept secret), our brief was to create a marketing strategy to
both short and long term. A strategy that elevated the brand and accentuated its luxurious
take C & C to its next level of growth. To position it as the epitome of sartorial elegance
merchandise – with emphasis on the fine tailoring and particular style that makes it so
and reach a much wider audience to accelerate both retail and online growth.
unique and desirable. The new visual strategy highlights these qualities as never before.
KIT B UTL E R WIN TER 17
RUN of the RIVER
Branding Advertising A TRIBUTE to EDITH Marketing Strategy Website Design Packaging Brochure CRM Social
ROOT of all GOODNESS
S E E M O RE
S E E M O RE
S E E M O RE
LIMITED editions All Parterre perfume editions are numbered because each year produces a limited amount of the finest oils that form the key notes, and it is this that dictates the quantities. A finite number of bottles of each perfume being created from each “Extraction”.
RUN of the RIVER EAU DE PARFUM
100ml. £160
50ml. £95
A splash of refreshing lemon and lime mingles with aromatic elements of bergamot mint and lemon thyme layered on clary sage and orange flower.
PURCHASE AT FORTNUM & MASON
F R E S H . C I T R U S . V I B R A N T. The composition lingers on the skin with musks and subtle shades of incense. Inspired by the refreshing and vibrant river that runs through the watermill of Keyneston.
Brief
Solution
Founding husband and wife team, David and Julia wanted to explore new ways of creating
We created the brand name Parterre. Incorporting a graphic icon which represents the
a synergy between botany, artistry and adventure. With the largest aromatic gardens in
garden plan - geometric & segmented. We developed a packaging suite for 3 fragrances,
the UK, a striking concept that results in genuinely rare, limited edition fragrances with
each showcasing individually illustrated pieces taking inspiration from the seed to bottle
Bergamot Mint
Lemon Thyme
Lemon
TOP NOTES
HEART NOTES
Bergamot Mint
Orange Flower
Incense
Violet Leaf
Lemon Thyme
BASE NOTES
Oak Moss
a distinctive intensity. Our task, to create a unique brand image to carry their visionary
process. We accompanied this with a marketing campaign featuring top model Caroline
concept to market by capturing the very essence of the business model.
Winberg and a fully transactional e-commerce website.
Elemi
Juniper
Mate
ROOT of all GOODNESS
CREATIVE BOTANY MEETS ARTISTRY AND THE WILD SPIRIT OF ADVENTURE
S E E T H E F U L L S T O R Y AT PA RT E R R E F R AG R A N C E S . C O M
AVA I L A B L E E X C L U S I V E LY AT F O RT N U M & M A S O N
CREATIVE BOTANY MEETS ARTISTRY AND THE WILD SPIRIT OF ADVENTURE
S E E T H E F U L L S T O R Y AT PA RT E R R E F R AG R A N C E S . C O M
AVA I L A B L E E X C L U S I V E LY AT F O RT N U M & M A S O N
Brief This Quintessentially British brand contracted us to create their new clothing marketing campaign. The theme: The MacNAB Challenge. The challenge is a tricky one – to stalk a red stag, bag a brace of grouse and catch a salmon all in the same day! We were asked to capture this journey stylishly and authentically – showcasing Holland & Holland’s new season collection – it’s unique quality and craftsmanship with fabrics appropriate for battling the elements and completing the task in hand.
Solution We embarked on a photographic & video narrative – inspired by great British landscapes. Capturing the true essence of MacNAB in a documentary style, while highlighting the wearability and suitability of the collection, even in extreme conditions. This approach created awareness for a new customer whilst continuing to inspire the invaluable core customer.
Advertising Marketing Campaign Lookbook POS Video
Branding Advertising Lookbook Packaging Digital POS EDM
Brief
Solution
To promote this luxurious
A luxurious marketing campaign
brand as the Cashmere brand
that celebrated the texture and
in anticipation of growth
colours of luxury cashmere within
worldwide. Already revered by
the unique N.Peal product range.
the cognicenti, our brief was to celebrate the London heritage and attract a younger customer.
Black & Grey Marl Button Front Jacket NPG-070B 100% Cashmere £595
46
47
MEN’S SS13 COLLECTION
44
Brief Luxury department store chain Fenwick tasked us with creating a bi-annual fashion campaign promoting their new and eclectic fashion, accessory and beauty brands for the upcoming seasons. Their brief was clear; they wanted maximum impact on a small budget, and to reach as wide an audience as possible.
Advertising Branding CRM Events Promotions Website Design
Solution To reflect Fenwick’s key brand values, we set out to create a campaign that was suitably unique and memorable. VIP (Very Important Pieces) was the name of our promotion and it was so effective that it has run for more than 15 years. Currently featuring the work of David Downton.
Brief When we commenced our relationship with Links, they were very much a silver gift and jewellery brand but with emphasis on gifts. Together we were looking to reposition as a contemporary International jewellery brand primarily, incorporating gold and precious gems. This would place them at a higher, younger and more fashion conscious end of the market and help entry to New York especially at that time. Working together on a consultancy basis as well as their marketing and advertising agency we worked with their team to develop an iconic piece of jewellery – hence the Sweetie Bracelet was born. We were also involved in the launch of their first watch collection helping them market it worldwide.
Solution Silver jewellery was hugely successful and still their USP but lacked the fashion design that was required to allow them to develop further and be accepted as an all-embracing leading jewellery brand. The iconic Sweetie bracelet linked design was found purely by chance. We created the marketing platform – the creative material used sweets as the backdrop – hence the name Sweetie Bracelet. This simple iconic product range became an instant success and introduced the new younger fashion market we required. The inclusion of precious gold jewellery and watches, has guaranteed phenomenal world-wide growth.
Advertising Brochures Marketing Campaign Packaging Product Development
GI RL S W I L L BE GI RL S
160 Sloane Street, London, SW1. Tel 020 7730 3133 Also available at Mallor ys Bath, Rudells Birmingham & Wolverhampton, Pr ykes Chester, Steffans Nor thampton, Emson Haig Lakeside , Harrington & Hallwor th Wilmslow, Mulberr y Hall York and other fine jewellers. www.linksoflondon.co.uk LONDON
NEW YORK
PARIS HONG
KONG DUB AI
Brief With 30 years heritage, this timeless Viennese brand specialises in exclusive and handmade designer jewellery. Already prevalent around Europe, they came to us for a complete re-brand in order to realise their ambitions of becoming a household name in the UK.
Solution Overseeing seasonal photography, brand videos and catalogue design, we achieved a highly successful re-brand for Pierre Lang. The new logo, colour palette and typography were rolled out onto the website and packaging and also onto all marketing collateral. Finally, we produced a catalogue of brand guidelines helping to focus their identity internally.
Advertising Art Direction Branding Brand Guidelines Brochure CRM Digital Production Video
POOLSIDE PANACHE Add the finishing touches to your fresh-from-the-pool style with some glittering statement jewellery.
CHIC modern
Every style leader knows that the key to looking fabulous is to keep things simple.
Stunning jewellery will wow all by itself - all you need to do is give it a chance to shine! Choose your favourite pieces in gold and silver and let them speak volumes against a minimalist outfit. You’ll be effortlessly glamorous from morning until night
Fr o m d e l i c a t e e a r r i n g s t o c l u s t e r rings, these quirky pearls are p e r fe c t fo r b r i n g i n g a t o u c h of c h a r m t o yo u r l o o k .
PIERRE-LANG.COM
It ’s t h e p a r t y s e a s o n s o l e t yo u r jeweller y do the talking with dazzling rings and ref lective pendants that are ju st waiting to take centre stage.
PIERRE-LANG.COM
Brief To develop a more up to date range of packaging, accommodating the ever increasing number of gorgeous fragrances for both women and men.
Solution Further enhancement of the established brand identity and adding the black range for men.
Branding Packaging
Branding Art Direction Brochure
Brief This aspirational new shoe designer came to us for help in creating branding for her company ahead of its launch. From in-store concepts and packaging to look books and a website, our brief was to create consistent brand values across all levels.
Solution Appealing to a sophisticated and cosmopolitan clientele, we created a high-fashion identity for Louise Leah. Photography and design were contemporary while shoe styles were given iconic names to reflect the brand’s style-led approach.
Brief Ernest Jones has 200 jewellery stores throughout the UK. The brief was to produce a new marketing strategy that could be utilised through all above and below the line communications. One that set it apart from its competitors and highlighted the
tmas e Chris v o L e W
it ring to s a nice a h 12 20
beautiful diamond collections as well as the collaborative fashion collections.
Solution A campaign that added lifestyle to the brand and enhanced the product offer. The ‘script’
w w w. er n est j o n es. co . u k
www.er nes tjones .co.uk
headlines add lightness and a hint of fashion. Whilst the lead up to – and – Christmas is the most important promotional period in a retailer’s calendar, it is vital that the marketing strategy can be carried through all the seasonal promotional events to encourage footfall during the rest of the year.
Branding Advertising: Press & TVC Seasonal Brochures Website Design Window Display POS CRM
BRIDAL COLLECTION
e v o L
Natural yellow diamonds are a charming variation on traditional diamonds, with a depth of colour to their sparkle, distinctive and delightful.
Advertising Art Direction Brochure
Brief Originally trading successfully as DM London (large watch department in Selfridges) the brand amalgamated and was re-named The Watch Gallery (already highly recognised by the cognoscenti). Whilst selling a range of luxury watches in the world, the Watch Gallery trades in a highly competitive market. Our aim was to show how to reach the different target sectors.
Solution Bold and confident statement THE BEST COLLECTION OF LUXURY WATCHES IN THE WORLD. Carefully targeting customer sectors (city boys to wealthy overseas clients coming to London) after Ramadan.
THE WONDER OF WATCHES
1 8 0 N E W B O N D S T R E E T, LO N D O N W 1 3 0 5 W O RT H AV E N U E , PA L M B E AC H , F L CALL +1 561 655 3401 W W W. D AV I D M O R R I S . C O M
Marketing Strategy Global Advertising Design Brochures Promotions
Brief: To raise the profile in the UK initially (engage with a younger client and achieve larger market share of the lucrative engagement/ wedding collection sector). Promote brand awareness worldwide as they entered the US, Russia and China.
Solution: A younger marketing strategy culminating 1 8 0 N E W B O N D S T R E E T, LO N D O N W 1 F O R A B RO C H U R E C A L L + 4 4 ( 0 ) 2 0 7 4 9 9 2 2 0 0 3 0 5 W O RT H AV E N U E , PA L M B E AC H , F L C A L L + 1 5 6 1 6 5 5 3 4 0 1 W W W. D AV I D M O R R I S . C O M
1 8 0 N E W B O N D S T R E E T, LO N D O N W 1 F O R A B RO C H U R E C A L L + 4 4 ( 0 ) 2 0 7 4 9 9 2 2 0 0 3 0 5 W O RT H AV E N U E , PA L M B E AC H , F L C A L L + 1 5 6 1 6 5 5 3 4 0 1 W W W. D AV I D M O R R I S . C O M
in a black and white engaging campaign. A more sophisticated strategy was required for the international markets where the larger diamond collections were in demand.
Brief Already a successful brand within all Debenham stores, Jon Richard wanted to continue to be a top brand within the Group. They wanted to showcase the fashion and bridal jewellery collections as fashion forward and aspirational. Able to compete with more expensive brands and to attract other commercial partners – both wholesale and retail.
Solution A marketing campaign that includes aspirational photography and developed across brochures, look books, digital and website. Both Bridal and fashion sales have increased year on year through Debenhams and sales of the Jon Richard website have increased. Top brand names such as Next, Betty Jackson, Alan Hannah, Jasper Conran and Matthew Williamson are now in partnership with customers instore.
Branding Advertising Brochures Packaging
www.jonrichard.com
www.jonrichard.com
Marketing Strategy Advertising Art Direction Packaging POS
Brief
Solution
Because of our experience in the luxury market, we were
The advertising was to appear in top end male magazines.
approached by Chivas Brothers to produce advertising
We designed the rich, brown atmosphere in the
and collateral for the launch of Chivas Regal l8 and The
advertisements to promote the silky, flavours of Chivas Regal
Glenlivet Cellar Collection. This was to be used by their
l8. We produced a unique ‘tasting’ set which acted as a
international advertising agencies as they did not appear
teaser prior to the trade launches in the relevant countries,
to understand the finer aspects of true ‘luxury’.
and an ‘acorn’ trade marketing promotion for The Glenlivet.
N.vision N.vision Space NK’s Beauty Magazine
Summer 2010
Space NK’s Beauty Magazine
Autumn 2010 Issue 2 £2.00
Issue 1 £2.00
Brief To develop a marketing and creative strategy for the stores to run above and below the line. To find a way of engaging with customers in order to keep them advised of new product launches – gather information on existing products and services – reach new customers – and
YOUR GUIDE TO A GORGEOUS SUMMER
expand their database.
Solution A seasonal marketing campaign that covered the individual monthly promotions and events through window display, brochures and emails, plus a new customer magazine – entitled N.Vision – was born
AUTUMN ARRIVALS The tools, tips and techniques to get you summer perfect
91 BRILLIANT BEAUTY BUYS FOR HAIR, SKIN AND NAILS PLUS FRESH NEW SCENTS, HOT COLOURS AND TOP BEAUTY ADVICE
and produced quarterly. Mailed to existing customers but also given away to new customers instore.
Evolve your look this season with the latest colour, skincare, fragrance and more Sarah Chapman’s skincare secrets The latest from Eve Lom PLUS Runway-inspired beauty
WIN
OUR FOUNDER NICKY KINNAIRD’S AUTUMN ESSENTIALS
Marketing Strategy Advertising Magazine Digital POS Brochure
Branding Brochure Packaging Website Design POS Video
Brief
Solution
Astrakhan-based leaders in breeding and producing world-class caviar tasked us to launch
We created a name that implied its heritage. With a clean, modern and luxurious visual
a brand that would be seen as instantly superior to other brands on the market. This
identity and packaging that differentiates it from the competition. This contemporary brand
differentiation would be promoted through its provenance and heritage. It’s range, name,
style, and uniqueness will be projected through all areas of communication, both visually
packaging and service all worthy of a luxury product.
and verbally – from website through to brochure and PR.
Brief 1. To design a new concept and format for the Harrods Hampers brochure, focusing on the outstanding quality of the products. 2. To design a presentation for the Harrods Website department to enlist the luxury brands to sign up to their ecommerce website.
Solution 1. A photographic shoot focusing on the richness and quality of the products within the hampers and designing a new editorial format for them to be presented within. 2. Creating a luxury white box containing a branded iPad that was presented to the top luxury brands with a video to show the benefits of why they should sign up to the Harrods ecommerce site.
Art Direction Brochures Packaging Digital Website Design
enter a DIFFERENT world
Harrods is LUXURY BRINGING
LUXURY to life
SHOP THE COLLECTION
SHOWS
Roland Mouret offers menswear which teams retro inspiration with a contemporary attitude. Meticulous tailoring and superne fabrics are cut into streamlined silhouettes in an understated palette of charcoals, black, greys and navy. The result is a return to a masculinity of bygone days, which with Mouret’s magic touch becomes fresh, modern and unexpected.
“Live for today, love what tomorrow might bring and be grateful for yesterday”
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ROLAND MOURET
LOOK AT OUR CLIENT LIST Known as t he UK’s p re mi u m-b ra n d c o mmu n i c a t i o n s speci al i st, ou r work s a ys i t a l l . Th e p a s s i o n d o e s n ’t s to p wi t h t he creat i v e i d e a s – i t c a rri e s t h ro u g h e ve ryt h i n g we do, from i n si ght f u l s tra te g i c t h i n k i n g , c o mp e l l i n g art d i re ct i on , e l e v ate d b ra n d i n g a n d me t i c u l o u s product i on. Hav e i t a l l f ro m u s , o r c h e rry-p i c k . Th i s i s i n spi red l ateral t h i n k i n g wi t h a c o mme rc i a l f o c u s .
LOOK AT US
LOOK AT YOU!
A ma n age ment an d creat i ve te a m o f h i g h -
L o o k a t wha t y o u r b r a n d co u l d b e ,
ac hi ev e rs, ambi t i ous for t he w o rk w e d o a n d
w i t h Hu d so n Wr i g h t E a st o n a s p a r t
t he bran ds we work wi t h. Ex e c u t i ve Cre a t i ve
o f yo u r tea m . U t i l i se o u r 2 5 y e a r s
D ire ctor an d Own e r Jon Ea s to n e n s u re s
e x p e ri e n c e o f co o l a n d b e a u t i f u l
Hud son Wri ght Easton m a i n ta i n s i ts re p u ta t i o n
b ra n d s . Ex p l o re w i t h u s st r a t e g i c
fo r great sty l e coupl e d wi t h a wi s e u n d e rs ta n d i n g
p o s i t i o n i ng s, e n j o y a st o n i sh i n g l y
o f t he prem i e r-l eague mark e ts we o p e ra te i n .
b e a u t i f u l w o r k a s st a n d a rd .
CLIENT list Our past and present clients have one common goal – to deliver the ultimate luxury experience.
24 Greville Street, London EC1N 8SS +44 (0) 203 701 6770 hudsonwrighteaston.com
New Business Enquires: Contact: Jon Easton jon@hudsonwrighteaston.com +44 (0) 203 701 6770