Proud to Present: A beautiful new brand identity for Bedfordshire silversmiths, Morgan & French
Lisa and her team at Morgan & French are just brilliant. Warm, friendly, passionate and creative, I felt a whoosh of energy the moment I walked into their beautiful studio in Biggleswade, Bedfordshire. I'm thrilled to be able to share the story of their brand, from the decision to change their business name to the new brand identity which elicited emotional tears when we presented it (from me and Lisa!)...
Morgan and French create beautiful, individual and meaningful pieces of jewellery, crafted with love and care by a team of silversmiths and designers. Fiercely proud of their British heritage, they're dedicated to creating each piece from scratch to ensure each order is as unique as the person it’s being crafted for.
When we started talking to Lisa and her team, they were trading under two different brands: Twisted Typist and FingerPrint Jewellery. These names had served them well over the years and certainly both were trading very successfully via Not on The Highstreet, with FingerPrint Jewellery also selling through John Lewis. However the names just didn't fit with the direction the business had evolved toward, and neither really told the story of who they are. Lisa decided to create a fresh new brand under a new name - a bold move, but absolutely the right one.
The Morgan & French customer
The Morgan & French customer loves to give and receive meaningful gifts – she’s thoughtful, sentimental and stylish. She buys gifts for her partner, her friends and family and also for herself. She knows that she could buy a beautiful piece of jewellery almost anywhere, but chooses Morgan & French because she’s looking for something out of the ordinary and knows that you’ll create a gorgeous, one of a kind piece which is incredibly quality. She might commission a Morgan & French piece for a birthday, christening, anniversary or to celebrate a new home, birth of a new baby or a whole host of other occasions. Most likely she’ll buy a piece to celebrate and capture a moment in time which is significant to her or someone she loves.
The Morgan & French culture
The culture at Morgan & French is all about creativity, authenticity and quality. They delight in the story behind each piece of jewellery, and as it’s special to their customer, it’s special to them too. They're committed to ensuring each piece is as high quality as it can be, and that every customer has a wonderful buying experience. Morgan & French thrive on creativity: not ones to sit still, they’re constantly dreaming up new ideas and testing new designs.
I LOVE this brand! The devil is always in the detail, and the difference between a mediocre and exceptional brand identity are the finishing flourishes which bring it to life. The gorgeous custom hand illustrations work beautifully as stand alone brand elements, but come together in a quirky and individual pattern that we've used to create a branded wrapping paper.
The typography has been so carefully selected to find exactly the right style which enhances the mood of the brand, and we've also devised words and strap lines which help tell the story of the brand. We've considered every last detail: from image styling and packaging (right down to the type of boxes which should be used and the style of the address labels) to the day to day stationery to ensure the brand looks amazing at every level... and you know what? I think we nailed it.