high street retail
OPUS | Men & women’s fashion retail identity
PROJECT: Paul Cartwright Branding were approached to design the identity for a new retail fashion chain called OPUS. The logo was created to appeal to the 15 to early 30s age group of men and women.
The range itself described as ‘casual’ with 25% mix of ‘going out’ fashion. The image below is of the first store opened September 2010 in Cardiff.
We have also created another fashion identity for the same client launching March 2012.
Allders | Lingerie gift bag graphics
PROJECT: Paul Cartwright Branding were asked to create an identity for a presentation bag and gift envelope that would be given away with every lingerie purchase at Allders Department Stores.
The chosen route shown below featured matching wrapping tissue, bag seal and gift swing tag.
Bhs | Bra & lingerie packaging graphics
PROJECT: Complete re-design of the packaging graphics for the Bhs Everyday, Voluptuous and The Collection ranges of bras by Paul Cartwright Branding. The Everyday range introduces a structured grid into which colour-coding and clear product descriptions create easily identifiable, individual product offers.
Allders | Christmas decorations packaging
PROJECT: Paul Cartwright Branding was asked to design a modern, Christmas graphic identity for use in-store (as display cubes, free-standing fixtures and backwall projection) and on Christmas decoration, card and gift wrap packaging.
The finished identity used a refreshing silver, white and red colourway with a modern snowflake icon to create a strong visual difference from the traditional red, green and gold colourways often used for Christmas packaging.
Bhs | Coffee shop in-store identity
PROJECT: Paul Cartwright Branding was appointed to create the in-store graphic treatment for Bhs’ new Italian coffee house-inspired coffee lounges. Images shown are of opening day of the pilot store in Oxford Street, London. Featuring new wall colouration, full height wall graphics, timber wall panelling, picture frame styling and complete new range of point-of-sale, the lounge has a more intimate and friendly atmosphere and a wealth of character.
A link to an article about the coffee shop design/refurbishment by British Baker Magazine.
Bhs | Holiday shop in-store signage
PROJECT: Paul Cartwright Branding was appointed by Beverley Churchill to create the graphic identity for Bhs’ Summer shop. In-store backwall, column and free-standing graphic treatments were developed for the 2006 holiday season product offer using an existing brand colourway to offer the perfect backdrop to a range of highly coloured bikinis, swimming costumes and related accessories.
Bhs | Trait menswear retail brand identity
PROJECT: Paul Cartwright Branding was commissioned to develop the identity of a new, own-brand for Bhs. The new menswear brand called ‘TRAIT’ was initially a naming and packaging project, but was extended to consider the application at in-store level on the strength of the work created at that stage.
The brand name ‘TRAIT’ reflects a more contemporary offer of casualwear clothing, using silhouettes and positive, descriptive adjectives to project an attitude of ‘you are what you wear’. The 40 piece collection’s clean lines and muted palette is targeted at a younger more fashion conscious audience and rolled out across all 180 stores during 2008.
Elys of Wimbledon | Shop window fixture design
PROJECT: Paul Cartwright Branding was asked to design a bespoke window merchandising system for Elys of Wimbledon, an independent department store group based in South London. A contemporary steel ‘loop’ fabrication with flexible backwall for graphic panels and slot-in equipment and an illuminated base plinth was created and is in-store now.
Dorothy Perkins | Hosiery packaging graphics
PROJECT: Paul Cartwright updated the graphic style of the whole range of Dorothy Perkins’ womens’ socks and hosiery packaging, introducing more dynamism to the pack, yet maintaining the corporate brand identity. Sales increased by 400%.
Bhs | Core hosiery packaging graphics
PROJECT: Paul Cartwright Branding was commissioned to rationalise the entire hosiery and tights range for Bhs. Covering everyday basic multipacks, fashion tights to luxury stockings and control products, the concept introduces a strong framework into which photography and colour can be used to differentiate between the products and sub-ranges.
