Opal London

An invigorating rebrand

15 September 2015

Half Moon Bay is an award winning independent wholesaler of licensed gifts, representing many of the world’s best entertainment brands. Having expanded their product range by purchasing Opal London, a leading supplier of spa and bathroom giftware, they were looking to re-launch with new packaging and promote it to a range of retailers.

There is no single competitor providing the full range of bath and body accessories across all age groups like Opal. However, in a marketplace of niche labels and retailers with their own spa products, the branding had become tired. Opal needed to be re-invigorated and repositioned to increase shelf appeal, attract new customers and inspire existing ones. The look had to be practical, but smart and desirable without being over packaged.

We worked with Opal to review their brand and brand positioning. Taking ‘Opal’ and the quality of opalescence as a starting point, we created a strong brand identity that uses a unifying, flexible graphic pattern which works well across all four product lines and facilitates minimal, sleek packaging. The new brand identity reflects the values of honest products for bath and body that are sophisticated enough for a mid-range audience.

“We are very pleased with new Opal-London brand created by Mytton Williams. It positions the brand exactly where it needs to be and has been very positively received by our retail customers. The Mytton Williams team were a delight to work with and led us professionally through the design process, taking on-board our thoughts but also challenging our assumptions using their knowledge and experience.”

Peter Thompson, Managing Director, Opal London

Design (42)
Brand identity (15)
Packaging (1)
Brand Positioning (2)
Retail (2)

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