UK & INTERNATIONAL
Established in 1881, Hamleys is one of the oldest, most prestigious and celebrated British high-street brands. Their iconic Regent Street site is the largest toy store in the world and one of London's most popular tourist destinations. With plans to expand the brand globally, the Hamleys management team were looking to freshen up their world-renowned identity to ensure it aligned with and appealed to the international markets they were targeting.
The team were looking for a highly creative agency with considerable experience and understanding in the field of multi-cultural branding.
We were tasked with the challenge of revisiting and updating the identity to create more of an emotive connection with - and appeal to - modern day audiences; at the same time, to capture the warmth and magic of the Hamleys store environment without losing its long-established character.
The new identity was developed using our Brand4sight™ methodology, including interviews with the Hamleys senior management team, staff and consumers. This feedback was vital to the evolutionary design process and resulted in the identity now seen throughout Hamleys global retail network.
The new design encompasses all key collateral as well as a fully comprehensive brand guidelines manual to ensure continued consistency can be provided across Hamleys international print supplier network.
The rebrand revived Hamleys fortunes and credibility; successfully restoring the brand and store into a ‘must visit’ destination and their toys as prestigious acquisitions. Following the launch, sales of Hamleys own-brand packaging-based products grew by an unprecedented 65% (over the branded competition). Hamleys is expanding globally with over 100 stores internationally.
Evolve Creative delivered a design solution that was bold and innovative and captured the essence of the Hamleys brand .
John Watkinson, CEO Hamleys Group - London, UK
