In the past, I have witnessed the resurgence of brands that specialize in the world of fine porcelain, offering products with unique designs that evoke emotion at first glance. Who wouldn’t want a tea set, a large salad bowl or a vase for a bouquet of white flowers in their home?
Recently, I learned about Wedgwood’s reinvention as a lifestyle brand for culturally progressive consumers, which has become a fascinating story thanks to a bold approach. Although a brand with a long history, Wedgwood felt the need to reinvent itself with a contemporary product style and identity.
Drawing on the spirit of its founder, Josiah Wedgwood – a true innovator of his time – the brand uses its founder’s personality as a creative catalyst to pay tribute to the past while breaking free from it.
The richness of British culture represents a shared treasure that brands can draw from and contribute to, making them more meaningful and desirable.
For a brand (and category) traditionally associated with formality and propriety, Wedgwood boldly embraced the challenge of renewal, adopting a “vandalize or disappear” approach. They boldly revolutionized, expanded and relaunched their key signature elements to signal progress and inspire excitement.
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