Partner Article

British wall-covering brand appoints Refinery for global re-brand

Heritage Wallcoverings Ltd, owners of long established, specialist British wallcovering brand Lincrusta, has appointed creative communications agency Refinery to implement a full repositioning of the brand and all communications channels.

Manchester-based Refinery will help to re-define Lincrusta as a high-end British wallcovering brand aimed at the premium residential market and commercial hospitality sector. While Lincrusta is already available worldwide, the move will support Lincrusta’s ambitious growth plans to strengthen distribution within UK and US markets, the Middle East, China and other European countries.

The project spans market research in the UK and USA, exploring key audience needs in the high-end residential and commercial hospitality sectors. It will also include the development of a brand and communications strategy and plan, brand identity review, brand positioning work and creative outputs, such as, a website, pattern books, brochures, exhibitions, in-store display and advertising. The brand will re-launch in autumn 2016 at key exhibitions, with new products available from spring 2017.

Commenting on the account win, Jim Barron, Director at Refinery, says: “We’re very excited to be helping a high-end luxury brand with such rich heritage to develop its profile globally. We’re looking forward to working on this ambitious re-brand project for Lincrusta.”

Martin O’Kane, from Heritage Wallcoverings, says: “Since acquiring the Lincrusta brand, we’ve been making plans for a brand make-over and appointed Refinery to partner with us on this journey, following a three-way pitch. With a proven track record within the sector, Refinery’s strong brand development credentials and creative ideas will help to re-establish Lincrusta’s position as a luxury British brand in today’s market, while expanding distribution globally.”

Originally created in 1877, Lincrusta’s specialist wallcoverings are famed for their durability and depth of texture, used extensively in luxury homes, ships, yachts, railway carriages, trams and cars. Lincrusta’s name is synonymous with the opulence and heritage of bygone eras and its products have even featured in first class cabins aboard ‘The Titanic’, as well as in famous buildings such as ‘The White House’. Today, Lincrusta has 36 exclusive designs across wallcoverings, friezes, dados and borders.

This was posted in Bdaily's Members' News section by Lucy Brice .