Cambridge Audio has appointed global branding and design agency jones knowles ritchie (jkr) to refresh the brand and put it at the forefront of the consumer audio industry.
During the partnership jones knowles ritchie will work with Cambridge Audio on its brand design, visual brand identity, brand strategy, brand architecture, and product design. Initially jkr will work with Cambridge Audio to define the brand personality, which will then inform all consumer-facing elements of the brand from logo and pack design to the look and feel of the product and point-of-sale.
James Johnson-Flint, chief executive officer at Cambridge Audio, said: “Cambridge Audio has over 40 years of heritage and a reputation for being a leader in quality sound but to reach the next level we need to invest in a new approach. jkr’s ability to shape bold, loved and desired brands is proven so we’re delighted to work with them. Their original ideas around how to develop not only our brand but also product design have been outstanding and we’re looking forward to seeing how they progress over time. "
Matt Comboy, creative director at jkr, said: “Many businesses only look to leverage their brand essence as part of the logo and pack design so to work with a brand that understands the true value a strong brand can bring is refreshing. Cambridge Audio has a fantastic heritage and a great team behind it.”
jkr has studios in London, New York, Singapore and Shanghai and works with clients including AB InBev, Heinz, Mars, PepsiCo, Unilever and United Biscuits.