With an identity that has remained largely untouched for more than 250 years, Reeves – a heritage brand steeped in artistic integrity – needed to re-establish its emotional connection with a contemporary customer.
Considering the role that creativity plays in the life of the 'maker generation,' our strategic vision revises Reeves's focus from the discipline of art to the democratisation of creativity. Confident, connected and expressive, millennials exemplify a lifestyle in which creativity is instinctual: a state of mind as opposed to a qualification. To bring this to life, we repositioned Reeves as a lifestyle brand that embodies a shift from ‘artistic creation’ to ‘self-expression’, and manifests itself across four key touch points: Design, Communication, Innovation and Experience.
Characterised by a cleaner typeface, colourful coding system and bold wordmark in which the ‘R’ evokes a framed corner, the visual language we developed reflects the brand’s evolution from dusty and dated to being all about framing creativity. Where the old packaging is prescriptive, the new packaging is about sparking and celebrating spontaneous creation. We've extended this idea into the digital space with a brand new website that serves as a space for inspiration in which creators at both ends of the artistic spectrum can interact with the brand.