The White Company

A lasting feeling
of prestige

How to create a brand where every interaction is special? Not an easy ask, it must be said. But one we were intrigued to explore with Chrissie Rucker of the newly-founded The White Company.

Our approach? To position the brand at the exciting intersection of contrasting ideas. Classic but contemporary. Strong but subtle. Alluring but never over-facing. 

We started with the logo as the consistent centre point of the brand: clean, minimalist lines representing understated elegance and uncluttered purity. From there, we designed for every customer touchpoint. Be it fonts or photography, packaging or promotional materials; every element works beautifully in its own right while contributing to an undeniable feeling of quiet confidence. A lasting feeling of prestige.

And twenty years on? Customers have remained loyal to that same,
exclusive brand.


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