Celebrated luxury brand Waterford has unveiled a new identity.

The rebrand, which is being launched across Waterford’s digital and social channels from January is also being rolled out globally into retail spaces, and has been imagined by London-based design and branding agency Identica.

Mara, one of Waterford’s new collections

The brand’s visual identity has been entirely refreshed – think new logo, redesigned packaging, new colour palette and fresh approach to photography.

The result, we are told, is a visual identity that communicates a sense of modern elegance, whilst also celebrating the expertise and mastery associated with cutting crystal – a combination of style and skill that represents the very essence of Waterford.

The Enis collection

“The new identity, marketing collateral and packaging have been well received across the entire business, it’s a real step change for Waterford and we are confident it will encourage our target consumer to reappraise the brand,” said Davy Thomas, vice president, Waterford.

He continued: “When working on the new brand identity, Identica really engaged our entire team to understand the challenge we were facing and worked with us to unpick the opportunity. They defined the creative idea at the heart of our brand and brought this to life in a contemporary and visually arresting way, whilst still holding true to the brand’s heritage.”

Identica were impressed by the display of craftsmanship at Waterford

Speaking about the brief, Richard Clayton, creative director at Identica said: “The challenge was one that many established brands have faced – how to retain the narrative around a rich history, craftsmanship and heritage, but ensure that these values feel relevant, compelling and desirable for a younger audience. I was hugely inspired by walking around the Waterford workshop in Ireland, being in awe of how the craftsmen were shaping the molten crystal by just using simple wooden paddles and how the crystal cutters manipulate small and huge crystal pieces over diamond cutting wheels, to create complex and delicate patterns. The new brand visual identity was born from these moments in the workshop, with the glowing amber of liquid crystal becoming one of the new brand colours and the intricate crystal cuts inspiring the shape and forms of the new logotype. Working with Waterford was a fantastic opportunity to collaborate with a brand whose artisans transform raw materials into something unique and beautiful every day.”

New logo unveiled

One of the most notable parts of the rebrand is a new logo and colour palette. Inspired by the brand’s signature Lismore cut, reflecting the architecture of Lismore Castle in County Waterford, Identica redesigned the logo and famous seahorse icon in recognition of Waterford’s respected heritage and admired craftsmanship.

Waterford’s famous seahorse logo has been redesigned

The new logo uses the shapes of the Lismore cut to create a graphic identity rooted in craftsmanship. The cross stems seen in the original capital letter W have been retained in the new logo, providing a subtle link to the past, but visualised through a modern typographical interpretation. The seahorse icon has been reimagined, complementing the new logo and representing a modern shorthand for the brand, a contemporary mark of authenticity and heritage. The new colour palette references the manufacturing process and original factory location in Waterford, close to the harbour – a deep shade of green, Fjord, is the dominant colour throughout the new identity and a bright molten orange is used as a highlight, a representation of the elemental starting point of crystal production.

A new photographic approach has also been developed by the agency, designed to recontext classic collections and showcase new products in authentic settings. The new visual style is a deliberate move away from traditional lifestyle imagery and positions Waterford as a luxury brand relevant for today’s contemporary lifestyles, offering design led crystal that makes every day feel special.


Tableware International

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