Royston boasts 30 years of experience in producing beautiful labels, but wanted to broaden its reach in the premium drinks market with the help of a more luxurious brand identity.
Royston is a successful independent company which provides a quality service and great results, but its identity needed to communicate this more effectively.
Nude Brand Creation used its experience as a specialist in branding and design in the luxury spirits sector to create a brand positioning and visual identity which would reflect the craftsmanship at Royston.
Royston launched its new identity at the Spirits Summit on Thursday November 24.
The new identity is confident, sophisticated and premium. The identity changed from Royston Labels, to Royston, but supported this with the strapline The Label Experts, which shows their expertise and borrows from the language of the drinks industry. A stripped back name feels confident and authoritative.
A new foiled monogram for Royston, in the form of a translucent silver and unfurling ‘R’, conjures up a roll of labels or a flow of ribbon, as well as the business’ seamless processes. The monogram’s craftsmanship and attention to detail illustrate Royston’s values. Tone of voice reflects the professional service delivered, while primary colours have been replaced by a restrained but luxurious charcoal grey with an accent of vibrant aqua. A hand drawn font for the visual identity reinforces the premium nature of the company’s services, while a break in the ‘R’ mirrors the monogram.
The new branding and identity will be rolled out across all marketing collateral over the coming months, including the website.
The language will be stripped back with less text and an emphasis on high quality close up images of the labels to illustrate Royston’s craftsmanship. A few key messages will remain to communicate the business’ skills, but without being too text heavy.
Tom Hearn, Business Director, Nude Brand Creation, said: “Our new brand strategy and visual identity communicates the beautiful process of printing in the drinks industry, reflecting the attention to detail and craftsmanship present at Royston. It’s restrained, confident and refined, which will appeal to drinks manufacturers and brand owners.”
Paul Clayton, Managing Director, Royston, said: “The redesign helps to communicate our bespoke label services and should resonate with the drinks industry, helping us to cut through to new audiences. It reflects the passion and craftsmanship that we take pride in at Royston, in a much more effective way.”
Source: Nude Brand Creation