Waterford Crystal receives a up to date rebranding from Identica
All images by Identica for Waterford
Waterford Crystal dates from the 1780s and, as a traditional brand, has become synonymous with craftsmanship and authenticity. To keep up with the times and to reposition itself as more than traditional, Waterford enlisted the help of London-based agency Identica to rename the company. The new identity aims to showcase Waterford's craftsmanship as well as the unique cutting techniques it uses on its crystal.
The original logo was a solid color and cast in a serif font that felt a bit dated. To update it, the agency has redrawn Waterford's icon and work brand, inspired by the brand's signature Lismore cut, which references the battlements and windows of Lismore Castle in Waterford. The new logo uses these cuts as letter shapes as an allusion to his craft, with the original Waterford cross-section of the W still retained.
The clear cut of the logo creates a contemporary interpretation and this was one of the greatest tasks of Identica: to redefine the brand as "desirable and relevant for a younger audience". In the past, the brand has actively built the perception of being saved for special occasions, but now wanted to develop the idea that Waterford was a beautiful product that "can transform everyday moments to make them very special".
The new color palette also helps modernize the brand as it combines a dark, moody green with a melted orange. The combination pays homage to the "elementary starting point" of each piece of crystal. Waterford's famous seahorse has also been redesigned. Identica redesigned the character to feel like a “modern abbreviation” of the brand.
A new photographic style was developed for the visual language, with which the product can be shown in authentic, everyday surroundings. This reaffirms the idea that Waterford can highlight any occasion, not just the special or luxurious. As part of the launch, a number of images and films were created to recognize the expertise in each piece, as well as the time, care, and skill behind each product.
“The assignment was one that many established brands have faced. How can we preserve the essence of Waterford's rich history, craftsmanship and Irish heritage but make sure they feel relevant, compelling and desirable to a younger audience? "says Richard Clayton, Creative Director of Identica." I was very inspired walking through the workshops and awe-inspiring how the artisans shaped the molten crystal with simple wooden paddles and how the crystal cutters manipulated small and giant pieces of crystal over the diamond cutting wheels to create complex and delicate patterns. "
From those moments in the shop, Clayton says that the new identity was born. “The glowing liquid crystal amber became one of the new brand colors, and the intricate crystal cuts inspired the shape and shape of the new logo,” he says. "Working with Waterford has been a fantastic opportunity to work with a brand whose artisans turn raw materials into something unique and beautiful."
The branding will be applied across the Waterford range from January this year. While it's a relatively risk-free way to modernize an old-fashioned heritage brand, it has added the much-needed drama and finesse and is both a heartfelt appreciation of the brand's past and a nod to its future.
identica.co.uk