How we redefined English luxury
REGGIE LONDON SERVICES
CREATIVE DIRECTION
BRAND STRATEGY
IDENTITY & LOGO DESIGN
ADVERTISING - DIGITAL & PRINT
Thomas Lyte The launch of a new English luxury brand selling leather goods and silverware.
Brief Creation of a new luxury brand including brand strategy, identity and marketing campaign.
Reggie London Creative Director Paul Brooking, worked with the team at Thomas Lyte recruiting and running the creative department and advising on brand and marketing.
The brand was founded on the values of being English, environmental, ethical and modern which translated into the identity as a Victorian flower engraving reproduced in bold fuchsia and mustard behind a monogram formed of the initials ‘T’ and ‘L’.
The logo became an integral part of the identity system along with specially designed patterns, colours and product shapes that could reproduce when embossed in leather, engraved into sterling silver, woven into jacquard silk as well as both online and in print.
The positioning was defined as ‘a modern English luxury brand obsessed with quality and craftsmanship’ and the elegantly simple ‘English for Luxury’ was adopted as the brand's strap line.
Thomas Lyte was initially brought to life online with a fully functioning e-commerce website followed by the opening of a three storey flagship store in the prestigious Burlington Arcade in London’s Piccadilly.
Invitees to the launch received an English Royal Gala apple (each apple hand selected to match brand colours) in special Thomas Lyte packaging with a teaser message; ‘I am your invitation to the launch of a fresh new English luxury brand’ and the reveal ‘...if you don’t eat me first’. The opening was a great success and was supported by marketing activities including the creation of the Thomas Lyte Modern Heritage Award in association with the Crafts Council.
English humour was central to the brand's tone of voice and was carried through onto wallets with witty embossed captions and in a whole page advertising campaign which ran in Conde Nast publications.
"When you create and launch a brand from scratch there is always a lot riding on the creative direction. Paul’s coherent and focussed approach enabled us to deliver a clear brand strategy and a strong visual identity."
"His creative direction on the Thomas Lyte launch project laid strong foundations right from the brand ethos and identity through to packaging, POS and product design."
Amy Scott, Marketing Director
The Result
In the midst of the recession and from a standing start, the Thomas Lyte brand was launched to wide acclaim. It is now stocked by Fortnum & Mason and has established a firm place among the likes of Jimmy Choo, Lulu Guiness and Penhaligon’s in Burlington Arcade.
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