Finding a unique identity in a increasingly sophisticated high street is vital. The recession only makes this more important as people become more thoughtful about how they spend their money. Lugets of Exeter is the oldest retail company in the City, trading continuously since 1814, giving the brand an enviable and marketable history.
Our brief was to refresh the store interior, revamp the Luget graphic identity, keep the existing customers happy and attract more (younger) customers.
The new identity adds a little more scripted flourish to the type face and a dollop of aristocratic purple. The shop interior has combines antique furniture with modern lighting and merchandise display. The eclectic use of wallpaper backdrops reflect both the traditional and fashionable personalities of the various clothing brands.
The end result is a very English and vibrant menswear store that combines good shopability with an air of defiant individuality to the bland high streets around us everywhere.
For more information go to www.lugets.com

Martin