Ede & Ravenscroft

brand

An unrivalled heritage brand, updated

Brief

As robe makers to every British monarch since 1689, Ede & Ravenscroft has an unrivalled heritage of quality and craftsmanship in tailoring. In more recent years, E&R has rapidly diversified its services to include menswear, graduate gown-hire and photography. The company is one of very few organisations with permission to use all three royal warrants.

E&R, however, was concerned that its brand had been diluted over time, and was being used inconsistently across the organisation. Nucleus was asked to review the whole brand strategy, including the definition of a brand proposition, and to assess its brand architecture, website and marketing communications.

Solution

We assessed E&R’s business requirements, interviewing all senior employees, including board members, customers and influencers. We subsequently recommended that the brand required evolution rather than revolution in order to effectively articulate its heritage and enhance its reputation for excellence and innovation.

We created a proposition that engaged their demanding and diverse audiences over each of their business units, and then designed detailed guidelines that brought the brand up-to-date – giving it full credibility within its peer group.

Results

E&R’s reputation continues to grow: the company has consolidated its market share in graduate gown-hire, and their brand proudly stands alongside other heritage London tailors such as Gieves & Hawkes.