With a brand name rooted in a traditional-looking product, they were in danger of diluting the brand or confusing people. Heritage needed an overhaul to change customer perceptions. Plus, in a large group like Bristan, every brand needs a clear place in the portfolio.

Our extensive discovery process involved national showroom visits, interviews with category experts and consumer research. We identified an opportunity to expand into transitional styles involving a mix of old and new. Creating a more adventurous product mix was exciting, but with consumers already daunted by the practical challenges, this needed to avoid creating confusion.

Design with Heritage

Heritage is not history; it is not an enquiry into the past but a celebration of it. This felt less rigid and more encompassing. Our position Design with Heritage captured this. Plus, it was an invitation to consult with Heritage and their network of showroom partners, all with a wealth of knowledge and advice. Our position framed the brand in an inspirational and practical way.

We brought in an interior design journalist to assist with designing hero looks. The looks we created using Heritage products were informed by the latest consumer and design trends. We designed and built room sets, then produced a bank of photography, video assets, and editorial content, culminating in the Design with Heritage magalogue—part magazine, part catalogue.

We reviewed the UX and UI of the Heritage website, before overhauling it with the new branding, imagery and editorial content.

The new brand launched to the trade, supported by materials we designed to help trade partners bring the looks and brand to life in their showrooms.

“We are absolutely delighted with the new position for Heritage. The creative work is just beautiful and has created a huge sense of pride in the offer across the organisation. We’ve seen a lot of showroom displays directly recreating the ‘looks’. The feedback from the market has been incredibly positive and the relaunch is being held up as setting a new standard.”

(Jen Cassidy, Chief Marketing Officer, Bristan)