Challenge

From the finest quality bespoke and ready-made shirts, suits and shoes, to colorful country attire and the occasional eccentric wink, New & Lingwood is the quintessential English gentlemen’s outfitter. Established in 1865, the flagship store is located within the Piccadilly Arcade on Jermyn Street in London. In 2015 POP Capital, a sister company to Point One Percent, acquired New & Lingwood, consequently tasking Point One Percent with refreshing the brand’s look and feel. New & Lingwood also hoped to emphasize its ties to the famous Eton College.

Solution

After in-depth qualitative research amongst the current and target consumer base, Point One Percent identified vast consistency issues throughout all branded materials. Through analyzing marketing material and numerous heritage documents, Point One Percent redefined the positioning, inspired by New & Lingwood’s long history and connections with Eton College. Leveraging the new positioning, the brand’s look and feel was refreshed and clear consistency was established. This lead to the development of a new set of uniform branding elements that have been spread across multiple platforms including a new, modernized website.

Results

The new branding has been implemented across all in-store collateral as well as immediate marketing materials. The website will be launched in spring of 2017 and is currently in testing.