gpstudio, the specialist luxury retail consultancy, has launched a new look for Ross and Bute as the brand has brought in a new design and management team, while remaining under the creative leadership of founders Lindy Ross and Serena Bute. gpstudio has focused on the idea of “combine and contrast” for the new branding. The essential differences between the approaches of the two founders is played upon with the new identity, which also reflects the combination of classic materials and truly modern design, the twinned influences of rural Scottish Isles and London’s urban edge, the creation of feminine pieces that each have a rebellious spirit. The new identity and positioning was unveiled alongside the new collection in Paris in February and is now being rolled out across the brand’s materials and retail.
Stuart Naysmith, creative partner at gpstudio who leads the Ross and Bute work, says: “Ross and Bute is a brand of contrasts, and it’s those we have teased out to the full across the new brand name, positioning and visual expression. It’s a brand steeped in heritage, yet it also has a young, even playful edge. Our branding seeks to express the contrasts inherent in the business, its personalities and the label’s aesthetic, celebrating the creative spirit that flows from them.”
A fashion favourite amongst the global glitterati, from Madonna (who wore the brand in her “American Pie” video) to Kate Moss, Ross and Bute has been given a new brand identity which has also been applied to packaging and in-store graphics. gpstudio will now begin work with Ross and Bute on the redesign of both its existing retail stores and the roll-out of new stores across London to reflect the new positioning and identity.
gpstudio is a specialist retail design consultancy, with a focus on luxury retail. At the heart of the studio’s approach is a combined commitment to the craft of design and execution, to creative solutions to brand, experience and design and to continued innovation. Founded six years ago by Gregor Jackson, the studio has since worked with brands including Mulberry, McQ by Alexander McQueen, Theo Fennell, De Beers, Asprey, Aspinal of London and ASK restaurants, with retailers including Harrods, Selfridges, Harvey Nichols, Brown Thomas and John Lewis.