Heritage brand Wedgwood has repositioned as a luxury home and lifestyle brand with BuroCreative, with a global advertising campaign set to be unveiled this month.
The campaign will introduce new product lines and a new e-commerce site for the brand, which dates back to 1759.
Anne-Catherine Verwaerde, global brand director of Wedgwood, said: "We needed to rejuvenate and widen the brands' appeal to capture the attention of our new identified target consumer; the style conscious woman. These new consumers are discerning shoppers who delight in quality and craftsmanship and in the unexpected touches that are the hallmark of true luxury. And this is exactly what Wedgwood represents.
"We appointed BuroCreative as our creative partners to help us revive Wedgwood's personality and to tell the story of a modern, current and relevant English luxury brand. They had demonstrated to us that they completely understood our brand and showed us incisively where we could take it. BuroCreative have developed what I believe is a corner stone in creating the new Wedgwood look and feel. Their approach asserts our lifestyle positioning and rejuvenates our brand. It's a celebration of our heritage with the added value of coolness that characterises a successful premium and luxury brand."
BuroCreative has also been involved in the re-design of the packaging to make it more luxurious and contemporary.
Roly Grant, founding partner and creative director at BuroCreative said: "We wanted to apply a more high-end, fashion-led approach and accentuate and celebrate Wedgwood's Englishness. Many brands would love to have the heritage that Wedgwood has, from its roots in the industrial revolution, to its romantic vision, its vast archive of iconic print and the associate appeal with overseas consumers.
“We began to build a context around the 'House of Wedgwood' through photography shot (by Rebecca Miller) at Barlaston Hall, an 18th Century manor house on the original Wedgwood Estate. By injecting a bit of eccentricity into the new campaign, which feature quirky cabbage jellies and witty contemporary propping idealised in an English country home, this marriage of heritage and modernity seemed a perfect summary of Wedgwood's appeal to a new customer base."