Brown Dog is a fresh thinking fully-integrated agency. With the very best insight, brand strategy, design, creative and art direction, digital, PR and social media under one roof. We create standout, increase sales and add value. We love it.
Well known for British manufacturing and handcrafted furniture, G Plan set to launch a new integrated collection, Edit. A carefully curated collection for the stylish modern home – bringing fashion and interiors together.
The brief was to bring the collection to life through photography, POS and look books, showcasing the pieces and telling a story. Working with a talented bunch of creatives, art directors, photographers, copywriters and illustrators the brand identity was formed.
In 2015, Laura Ashley came to us with a two-fold brief to create an inspirational lifestyle brochure showcasing their distinct wallpaper and paint collections, alongside POS to echo their brand story.
Founded in 1953, Laura Ashley’s heritage is renowned for beautiful floral patterns and designs; we looked to the expressive nature of flowers to create four inspirational style stories for their brochure. Coined in the Victorian era, Floriography meaning “The Language of Flowers” (very fancy, we know!) influenced both trend and mood. Using editorial design with styling hints and tips, The Artistic, The Dreamer, The Enlightened, The Traditionalist, The Romantic, The Contemporary and The Storyteller became visual guides to creating the perfect interior, expressing the consumers personality.
The Little Greene goal was to separate the brand from its competitors and increase the elite following, giving particular attention to the fashionistas and high end interiors media.
Enter, Retrospectives; a collection of new paint colours which reflected the hedonistic days of the 60s and 70s.
Brown Dog worked with Gary Card, cited by Vogue as the new Andy Warhol. Gary is a set designer, illustrator and one of London’s most talked about talents. After a briefing, a few sketches, lots of phone calls and one missed train we all fell in the love with the oversized, retro, everyday objects painted boldly, in the new paint colours.
Four months after the set build in one of London’s biggest studios, the ad launched in Homes & Gardens, followed by a flurry of press. The giant objects travelled to Paris, Maison Objet and back to London to show at Decorex.
Brown Dog developed a unique proposition ‘Fashion For Your Floor’, and positioned Plantation as a fashion brand. In synergy with ‘Fashion For Your Floor’, the brand launches two, on-trend Spring Summer/Autumn Winter collections a year and is supported by a consumer, media and retailer Look Book encompassing leading, lifestyle photography. The brand also boasts a fashion-focused, unique Point of Sale unit in regional and national retailers.
Plantation has always been a leading brand, building a social fan base from 2005 and gaining fame through a collaboration with BAFTA, providing a red, white and blue carpet for the BAFTA TV Awards. The carpet gained national coverage appearing on the likes of Graham Norton, Chatty Man and Lorraine Kelly. Even Simon Cowell tweeted about it!
The brand is now stocked in the likes of Heals, Barker and Stonehouse, John Lewis, Debenhams and Rockett St George to name a few…
During the Amtico success many me-too brands followed in their footsteps and gained market share. Brown Dog researched the brand and saw an opportunity to re-launch to a new consumer audience. During the process, it became obvious that Amtico offered consumers a totally bespoke product – a USP that no other me-too brand could match. Their proposition became ‘Uniquely Amtico’. With the new proposition agreed we developed an integrated campaign to relaunch Amtico under Uniquely Amtico. Retailers, Media, Consumers, Internal Employees and Key Opinion Leaders were all an integral part of the Uniquely Amtico launch plan.
Developing and capturing brand imagery, designing a new consumer-friendly brochure, building a social following, gaining significant press coverage and driving a new audience to the brand all formed part of the campaign.
Uniquely Amtico became really successful and has probably made us more famous within interiors industry. High five to that!
BRANDS WE'VE HELPED GROW…
The relationship with Mandarin Stone has been a long, enjoyable one, In 2016 Brown Dog launched “Stone & More” a campaign designed to raise awareness to new and existing customers of their extensive product range. Working closely with Mandarin Stone, we developed a through-the-line campaign.
Over the years Brown Dog has become and extension of the Mandarin Stone marketing team, contributing to the overall brand imagery and marketing campaigns. Interiors are an obsession at Brown Dog and the partnership has thrived through a proactive client /team relationship.
One of our first ever clients, we were thrilled to receive the Autumn/Winter 2015 photography brief for Cleo, Panache and Sculptresse.
Once we’d reviewed the briefs (no pun intended!) and developed creative routes, we set about bringing alive the concepts for the three brands.
After a three day shoot, handfuls of hydrangeas, too many feathered head-dresses and a failed diet (!)we left London with a sense of smugness, feeling exhilarated with the shots we had achieved.
Developing a creative look and feel, sourcing models, location searching, hand-selecting creative teams and art directing are just a few of our favourite things…
After the briefing and for the next few weeks all we thought and talked about was cake! Lakeland has the best bakeware range on the high street and we couldn’t wait to sample all their tins and discover their USP.
We worked with a seasoned author and leading home-economist to develop exclusive recipes for the one day shoot. The team iced, melted, chopped, mixed and blended for hours to create oodles of sweet treats to show the breadth of range available at Lakeland.
The exclusive recipes were available to download from Lakeland.com and became the most downloaded recipes on the website ever! Personally, we can vouch for their deliciousness and the mini sandwich tin is a must!
We wanted to demonstrate our expertise within interiors, but also our genuine passion and understanding of the industry. We asked ourselves repeatedly ‘what’s special and unique about Brintons?’ The proposition ‘Beauty by Design’ sums up Brintons in a consumer-friendly language that’s easy to extend through all marketing channels.
Beauty really emphasises what is special about Brintons; design, luxury and beautiful. Brintons continues to produce scrumptiously soft, deep pigmented velvets, award-winning plains and truly unique patterns designed from the Brintons archives by William Morris, Robin Day and more recently Timorous Beasties.
‘Beauty by Design’ gave us a platform to re-launch Brintons, promote British manufacturing and showcase interior trends. The result was an inspirational through-the-line campaign which has received national recognition.