Tradition and heritage

Joshua Ellis had been manufacturing the world’s finest cashmere for nearly 250 years, using traditional techniques and the finest yarns. It was sold to the foremost fashion designers including Chanel, Yves Saint Laurent and Burberry, who chose Joshua Ellis cashmere for its exceptional quality and finesse. However the Joshua Ellis identity lagged behind, doing little to convey the quality and expertise at the heart of the brand, and in a tough market they needed help to stand apart from competitors and to appeal to overseas markets, especially.

Picking up the threads

Working with the team, we discovered a wealth of heritage behind the brand – but coupled with an innovative twist. A new visual language helped bring this to life, including a mark created with classicism in mind, subtly referencing the brand's heritage. Reportage photography captured their expertise in action, and helped to convey the personality that underpins the business. A new corporate literature suite gave confidence to the directors, and their first digital sales presenter helped the sales team deliver their distinct message.

Sophisticated and successful

The new brand delivered an ideal platform to support the business in international and domestic markets. Design and Sales Director Kristie Reeve confirmed:

“In such a margin-driven industry, it’s crucial to stand apart from other manufacturers, but before the rebrand we just didn’t quite look the part. Our brand now looks as good as our products! And as a Sales Director, that’s makes my job easier – our conversion is up and leads have improved, too.”