Creating lasting appeal for a luxury cashmere specialist
N.Peal’s exquisite cashmere garments have been sought after by discerning customers from around the globe since the brand’s inception in the Burlington Arcade 1936. Marilyn Monroe, Cary Grant, Princess Diana, Kate Moss, the Duchess of Cambridge — they’ve all expressed a love of N.Peal cashmere and they’re not alone: Daniel Craig donned a blue (to match his eyes) N.Peal pullover in Skyfall and they promptly sold out. When Adam Holdsworth and Nick Falkingham bought N.Peal in 2007, their appointment of Sara Berman as Creative Director signaled a desire to move the brand forward. With a recently opened second location in Sloane Street and the 2013 refurbishment of their Burlington Arcade flagship, one thing is clear: N.Peal is a brand with ambition.
We were delighted when N.Peal invited us to define a new brand strategy with the aim to appeal to young, urban professionals without alienating loyal UK customers or international travellers seeking the finest in London-made luxury goods. Having conducted a full brand audit – including workshops with staff from all strata of the N.Peal hierarchy – we defined a strategy that will help the brand achieve its aspirations through stronger and more focused messaging and a revitalised approach to art direction.