British luxury cashmere brand N.Peal is to relaunch under a fresh visual identity in June, to appeal to a more youthful market.
In creating a ‘stronger, more definitive’ image, the brand hopes to lay foundations for an increase in press and marketing activity to support its wholesale distribution for autumn 13.
The new identity, created by design consultancy Campbell Hay, draws inspiration from N.Peal’s 1930s heritage and sees a shift away from a black, masculine feel to a softer feminine look.
The brand is also looking increase online activity and open two more London stores in the next twelve months.
Adam Holdsworth, managing director, said: “N.Peal rebranded and relaunched five years ago when we bought the company and we have had a very successful time so far. Over the past three years, we have consistently doubled turnover in our stores, so the formula has worked well.”
“However, competition never stands still and there was a feeling that we needed to change if we wished to expand our reach beyond the UK. The existing shop-fit and branding is at present strikingly black and quite masculine in its look and feel. There is an opportunity to deliver a softer, more feminine feel, to widen our appeal. “