Role: Head of Creative Services
Outcome: A cohesive brand system that improved product clarity and modernised the overall brand
Over time, multiple logo changes left the brand feeling inconsistent. The existing block serif typeface looked clunky and dated, which affected how the brand was perceived.
The business looked at options ranging from a complete redesign to a more subtle evolution.
Draper had strong heritage, but the brand had become inconsistent over time. Inconsistencies across packaging, marketing and digital meant products didn’t feel connected, and the difference between ranges wasn’t always clear.
Several sub-brands added to the confusion. Draper Expert, for example, was too close to the core brand, making it harder to distinguish between product tiers and reducing impact on shelf.
The existing branding was fragmented and outdated, with no clear hierarchy between ranges — creating confusion for both customers and stakeholders.
I was asked to bring the brand back under control and create a more consistent, modern identity across a wide product range. The work also needed to improve clarity for customers and roll out easily across all channels, for both Draper and Draper Expert.
Started by reviewing the full brand, identifying where inconsistencies were making the brand harder to recognise.
Defined a clearer visual system, tightening typography, colour and layout so everything felt more joined up.
Focused on consistency and usability, making sure the designs worked across packaging, catalogues, digital and retail.
Led the rollout across all key touchpoints, working with internal teams and external suppliers to keep everything consistent.
Result
The rebrand brought a much stronger sense of cohesion to Draper, with a clear and consistent visual language across all outputs.
Products became easier to navigate, ranges more clearly defined, and the overall brand felt more modern, confident and commercially effective.
It also created a solid foundation for future development, making it easier to introduce new products and sub-brands without losing consistency.
