BOODLES
Building a brand six generations in the making
Brand Strategy
Brand Creation
Art Direction
Print & Packaging
Brand Communication
INSIGHT
Boodles has been different from the very beginning. Established in Liverpool in 1798, Boodles built its reputation on a family passion for fine jewellery. When the Wainwright family approached Construct, they wanted to find a partner agency to deliver a new campaign concept that reflected a shift in the fine jewellery sector towards more wearable pieces, self-purchasing, the significance of branded collections and a new spirit of modernity.
IDEA
Construct’s first project, the Boodles campaign, turned the previous advertising recipe on its head. Embracing the Boodles pink as a soft breath of colour and casting Sophie Dahl as the enigmatic brand muse with an ‘unstyled’ aesthetic, the campaign was confident, relatable and unapologetic in making the jewellery the main event. What followed was a true partnership relationship between brand and agency. Over the following years, Construct created a new brand identity for Boodles – honouring its illustrious history while reimagining packaging, communications, product, and every expression of the brand. A 360 transformation of a very special house, poised for the next 200 years.
IMPACT
The rebrand brought a renewed energy to Boodles, boosting awareness and deepening appreciation for this great British house. With brand and communications now aligned with the exceptional product and service quality the family upholds, Boodles has enjoyed substantial sales growth, and in 2023 was awarded Walpole British Luxury Brand of the Year.
WITH THANKS TO
