Alongside working on the store concept for Jigsaw's Duke St Emporium, we created a brand identity. Eclectic, light, fresh, contemporary and bold were the buzzwords, reflecting the brand’s support of emerging artistic talent. It also needed to celebrate and enhance the traditional details of the 55 Duke Street building.
Duke Street, London; May 2014
British clothing retailer Jigsaw has long been associated with eclectic style and championing up-and-coming creatives. Our work on its ambitious London flagship spanned interior design, identity design, packaging, print collateral, environmental graphics, signage and sourcing artists.
Quirky environmental graphics, signage and art inject personality into the store – think quotes printed directly onto the walls and neon lighting declaring ‘now or never’ above the cash desk. The monochrome brand palette and logo are the perfect foil to this – polished, refined and classic. Hand-written price labels with stamped and blind embossed branding reflect brand values of craft and tailoring, while illustrations of the store façade on take-home collateral celebrate the beautiful Grade II-listed building. The overall effect; premium, quirky and boutique, but never exclusive.
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