With Principles, we had a unique opportunity to consider their brand image from the ground up. We began by crystallizing the brand’s emotive personality and then were able to apply it to everything from shop design and window displays, to photography, in-store graphics, packaging and tone of voice.

We worked with the architectural structure of the stores, layering in new wall features to the perimeter and new centre floor fixtures for an approach that was more immediate and cost effective than creating a whole new store concept.

Instead of using a single corporate colour, we created a palette to be more dynamic and give a distinctive feeling to the brand, whilst allowing more flexibility and subtlety.

We introduced layering, texture and drama into the windows. The new strategy reflects more about the seasons and the creative inspiration for the collections.

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