New brand identity for Waterford

Luxury crystal glass manufacturer, Waterford, has launched a new brand identity created by London design agency, Identica, including a new logo, colour palette, lifestyle photography and redesigned packaging.

With a history dating back to the 1780s, Identica was tasked with re-establishing Waterford as the unequivocal manufacturer of luxury crystal, by celebrating the brand’s authentic heritage, true craftsmanship, and the unique feel and sound of Waterford crystal.

The vice president of Waterford, Davy Thomas, said: “It’s a real step change for Waterford and we are confident it will encourage our target consumer to reappraise the brand. Identica defined the creative idea at the heart of our brand and brought this to life in a contemporary and visually arresting way, whilst still holding true to the brand’s heritage.”

The new logo and colour palette are inspired by Waterford’s signature Lismore cut, which reflects the architecture of Lismore Castle in County Waterford. The new colour palette references the manufacturing process and original factory location in Waterford, close to the harbour – a deep shade of green, Fjord, is the dominant colour throughout the new identity and a bright molten orange is used as a highlight, a representation of the elemental starting point of crystal production.

A new photographic approach has also been developed by the agency, designed to recontext classic collections and showcase new products in authentic settings.

The creative director of Identica, Richard Clayton said: “The challenge was one that many established brands have faced – how to retain the narrative around a rich history, craftsmanship and heritage, but ensure that these values feel relevant, compelling and desirable for a younger audience.

“I was hugely inspired by walking around the Waterford workshop in Ireland, being in awe of how the craftsmen were shaping the molten crystal by just using simple wooden paddles and how the crystal cutters manipulate small and huge crystal pieces over diamond cutting wheels, to create complex and delicate patterns.

“The new brand visual identity was born from these moments in the workshop, with the glowing amber of liquid crystal becoming one of the new brand colours and the intricate crystal cuts inspiring the shape and forms of the new logotype. Working with Waterford was a fantastic opportunity to collaborate with a brand whose artisans transform raw materials into something unique and beautiful every day.”

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