Anomaly Leads Strategic and Creative Rebranding of Wedgwood

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Wedgwood moves away from tradition to relaunch the brand with Anomaly Amsterdam
Anomaly Leads Strategic and Creative Rebranding of Wedgwood

Welcome to Wedgwood – the home of curious, creative and imaginative people. A place fuelled by creativity, self-expression, humour and lots of tea. We’re of Britain but not only British, famously crafting timeless luxury ceramics since 1759 and helping to create memories all around the globe. Welcome to Wedgwood – the home of Eclectic Originals. 

Commenting on the brief, Amanda Fève, partner and chief strategy officer at Anomaly Amsterdam said: “It’s not every day that you get a chance to reposition a 260-year-old icon. ‘Welcome to Wedgwood’ is a celebration of the timeless craftsmanship, distinctive colours and original designs that make the brand as vibrant and relevant as ever. We hope it will inspire a new generation of shoppers to mix, match and make a statement in their own homes.” 

Päivi Svens, vice president - business and brand development, Wedgwood adds: “The campaign celebrates heritage and self-expression in a time when luxury codes and traditional conventions around formal dining are changing. Today one of the greatest luxuries in life is being able to follow your intuition and create your own style. With the support of a new generation of design creators, Wedgwood is redefining luxury for today’s global consumer. As the brand aims for double digit growth over the next three years and expands in markets across Asia, we hope that our new proposition will encourage conversations and excite people to embrace inspirational lifestyle experiences. I’m really excited to invite everyone to enter the home of curious, creative and eclectic people.” 

The brand campaign launches across digital, social and print in late January 2020 with a creative strategy that invites consumers to take a fresh look at Wedgwood. The campaign showcases familiar designs in fresh contexts, reframing the brand’s rich British heritage to encourage experimentation and creativity with tableware and interior styling choices. 

Three emerging Tastemakers from the design and interiors world lead the campaign narrative, each embodying the spirit of Wedgwood’s eclectic new look. Through their curated creative eye and aesthetic each Tastemaker brings to life the ‘Art of Code Mixing’ – a breaking down of traditional luxury codes and expectations by celebrating individualism and embracing a sense of personal style. 

Creative director, Alex Eagle; Duncan Campbell and Charlotte Rey, better known as Design Partnership and Creative Consultancy, Campbell-Rey; and interior designer, Rachel Chudley are global brand ambassadors for the Wedgwood of today and each brings a new perspective to living with Wedgwood every day. 

The campaign’s editorial-led creative approach combines different patterns, textures and colours to inspire and encourage a more inclusive and adventurous approach to mixing heritage and contemporary designs. This is Wedgwood as you’ve never seen it before – it’s time to start breaking the rules. 

New York based fashion and lifestyle photographer, Jeremy Liebman was commissioned to shoot the campaign. Renowned for his editorial work which includes portrait sittings, interiors and architectural commissions, reportage projects and commercial work for leading fashion houses, Jeremy was able to capture the vitality and spirit of Wedgwood across both the Tastemaker sittings and studio work. Through his lens he truly expresses the campaign narrative ‘Welcome to Wedgwood’.

Commenting on the collaboration, Jeremy explains: “I always strive to create an environment where genuine moments can occur. I want the images to feel authentic and inviting and I think genuine connections are the best way to achieve that. I’ve shot Tastemakers from the worlds of fashion, music, art and design and I always try to bring curiosity and spontaneity to my shoots in order to create the most natural moments possible.”

Alex Eagle is the first tastemaker featured and will introduce the ‘Welcome to Wedgwood’ campaign during the first quarter of 2020. Creative director of Alex Eagle Studio and Store X, Alex fuses elements of the art gallery, home interior and retail store to create innovative shopping and co-working spaces, with outlets in London, Gloucestershire and Berlin. Alex expresses Wedgwood’s new look with a strong sense of individuality and personal style; mixing different colours, patterns, textures and materials from around the world, to inspire creativity and encourage everyone to experiment in their own homes.

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Anomaly Amsterdam, 6 months ago