Church’s
Energising a heritage brand with new contemporary energy
The challenge
Under Prada’s stewardship the ambition was to re- launch the Church’s brand to a global High Net Worth audience for whom the brand had lost relevance. Across the globe the brand was inconsistent in positioning and identities. We needed one global identity that would recruit a new generation of global luxury customers, whilst justifying an increase in price.
The spot
Following in depth customer research, we defined Church’s difference through the fine balance between heritage and modernity, depth and style. We positioned Church’s as the English shoemaker on the world stage. At a time when digital technology was dominating contemporary culture, we could see the appetite for artisanal craft amongst a new younger generation of customers looking for quality and substance.
The approach
We created a new brand world for the brand that was a refined, modern expression of timeless English craft. Our visual world was inspired by the tactile sensorial nature of leather, and the tools of the leatherworkers. We designed a brand that was united by a single vision but could flex to truly connect with different audiences across the world.
The work
We designed a new brand identity that considered every touchpoint with the brand, and could be adopted and adapted by different markets across the world, to engage local customers. We launched the new brand direction with a brand film that brought to life the humanity in the craft story.
The services
- Identifying growth opportunities and audiences
- Defining your brand philosophy
- Designing a holistic brand identity
- Creating truly integrated Campaigns
“It has been an absolute joy to work with you most recently on the craft film. You really are such a talented team and really have captured Church’s and our artisans so beautifully.”
The impact
The new brand identity was rolled out in 85 markets across the world.
The impact
Reversing a 4 year trend, net sales for Q4 2023 were up 25.4% vs Q4 2022.
