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14 - 18 June

Hear me out: the future of creative is sound

Imogen Watson

senior reporter, creative

Dr. Rupy Aujla


Jack Preston

director of Acast creative, UK+ & US

'Leaders of sociable retail' White Stuff refines and expands brand identity to coincide with 30th anniversary

Lifestyle and fashion brand White Stuff has worked with SomeOne to refine and expand its existing brand identity.

Celebrating its 30th anniversary this year, having been established in Val D’Isère in 1985 by the ‘Boys from White Stuff’, the brand calls itself the ‘best kept secret’ on the high street choosing not to advertise and instead opting for vibrant window displays, mailed catalogues and web and social media activity.

Asked not to touch the logo, SomeOne focused on the idea of communities for the updated brand look and feel, resulting in a brand world of layered swatches, each containing something created by or inspirational to White Stuff, which can be updated with new content whenever the brand sees fit.

Julian Baker, marketing director at White Stuff, commented: “We are delighted with the concept work SomeOne created, giving us a brand system that truly reflects our ‘brand values’. We had a great reaction when we showed the work at our ’brand get together’ to all the internal teams. A great piece of work for us to build on.”

The new look will be applied across the business over the next year, spanning window displays to digital and packaging.