HARVEY NICHOLS BRAND IDENTITY
The iconic British department store approached Construct to create a refreshed brand identity and all new brand palette and packaging for each of their three key departments; fashion, beauty and food and drink.
Construct re-crafted the legendary Harvey Nichols logotype, introducing the established date, 1831 reinforcing the brands status as the oldest British luxury department store. The team also created a label device allowing for the focus, protection and easy management of the logotype across an extensive range of applications.
Whilst the team drew inspiration from the brands heritage in the creation of the brand identity, a much more progressive vision was applied to the three new brand palettes for fashion, food and beauty. The palettes reflect a forward thinking vision and embrace new processes and sustainably sourced materials. Ease of management of implementation was a key concern in a business with a complex structure and careful consideration to the practicality of materials resulted in an intelligent and engaging use of materials following extensive research and development and a significant net reduction in carbon.
Construct created a limited-edition carrier bag design for Harvey Nichols to commemorate a year of key British celebrations. The new design uses London-inspired iconography in a year during which the Queen’s Diamond Jubilee and the 2012 Olympics have kept Britain firmly in the international spotlight. The design showcases four British icons in bronze, silver and gold – the famous Gilbert Scott telephone box, the double-decker bus, black cab and (of course) Harvey Nichols – representing what international visitors know and love about London. The limited edition carrier comes in five sizes, each identified by a corresponding gold number. The Sloane Street windows celebrate the ‘delivery’ of the carrier bags with an installation featuring a specially-designed Harvey Nichols lorry, while the packaging is also incorporated in the Knightsbridge windows as part of the Queen’s Diamond Jubilee retrospective.