Huttons Rebranding a London retail chain

Huttons is a London based retail chain covering a diverse product range from small gifts and women's clothes to high-end furniture. They required a complete rebranding including signage, point of sale and marketing materials.

Previously their brand positioning had solely focused on a female demographic. Despite 80% of customers being women, research showed that this was changing, so it was important to devise a new strategy that would ensure their brand did not alienate potential male customers.

To meet this fine balance, an abstract marque was designed with sufficient ambiguity to potentially suggest the form of a flower or a star. For the logotype, bespoke sans-serif typography was developed to create distinction, whilst also ensuring a very gender neutral appeal.

Careful consideration was taken when selecting the branding palette. For the logo marque, a very subtle pink was selected. In contrast the primary brand colour was a much stronger, luxury dark chocolate brown. The new branding was rolled out across the chain in the form of stationery, signage, packaging and posit of sale.

The rebrand was an immediate hit with new and existing customers. Hutton's profile raised considerably leading to features in lifestyle publications and business growth through the development of an online retail presence.