Strategy, design, copywriting: Thomas Goode

There's undeniable cachet in British heritage brands, especially one with two hundred years of history and two royal warrants. But in the case of Thomas Goode, a name synonymous with the world's finest tableware, cachet alone (and a celebrity advocate in Elton John) wasn't enough to guarantee longevity. The brand's challenge was to reposition as relevant today (and therefore salient) while keeping its unparalleled heritage central to the story.  A new organising idea - eloquent treasure - and a fresh look and feel is giving the brand a new creative platform, opening it to new partnerships and enabling it to thrive in the digital era. Watch this space...