We chose to reposition the brand to a more aspirational audience, while taking care not to alienate the current consumer base. Consistency of the brand’s tone of voice is all-important, and so we identified the core Dalton Park virtues – quality, choice, competitiveness, value for money – and ensured that our solution reflected them.
We created a classy, symmetrical brand marque that is instantly recognisable and distinctively Dalton Park. Strong use of a single colour can often polarise opinion, so the original purple scheme had to go. In its place we introduced a refined, monochrome colour palette that was classic and yet contemporary.
Additionally, the logo is creatively flexible and can easily be tweaked to a specific message, or for use on seasonally themed communications throughout the year (fashion being seasonal, after all). We also created a tessellated version of the marque for use in creating distinctive communications such as designer carrier bags, gift cards, business cards, stationery, and more.