Evolving to compete

Drakes

Following three generations and 60 successful years of trading, Plymouth’s leading independent fine jewellers wanted to bring its brand to the forefront of the contemporary market.

With a long-standing, traditional reputation, Drakes recognised evolution was needed for it to compete in attracting a new generation of jewellery consumers.

Beginning with a Brand DNA workshop and comprehensive stakeholder interviewing, we developed the platform on which we could begin to launch the delivery of a new brand, both internally and externally. Following the formation of business and marketing plans, we worked closely with the Drakes team both creatively and strategically to breathe an entire new lease of life into its brand culture, vision and entire experience. With a new visual and store identity and restored internal structure resulting from an extensive people development programme, we had the foundation on which all future marketing and business development could be built.