With its simple, iconic silhouette and striking all-over check print
Brit was always a best-seller for Burberry.

Objective

To elevate the original design by Fabien Baron
without alienating the existing customer base, or impacting margin.

Approach

Bolder check feels more contemporary, and adds versatility to the franchise.
Heavier and clearer glass provides visible improvements to quality.
Subtle radius to all edges allows cap to reflect light like glass, not plastic.
Bold graphics ensure packs have maximum impact on shelf.

Result

A cohesive franchise, allowing the brand to explore new segments.
Re-launched as "House of Brit", with a campaign shot by Brooklyn Beckham.