Laura Ashley Timeless by Design
With over 70 years of heritage, Laura Ashley is one of Britain’s most iconic interior brands - loved for its romantic florals, soft palettes, and quintessentially British charm. But in 2020, following a significant shift in ownership and a new homeware partnership with NEXT, the brand faced a pivotal challenge: how to honour its legacy while becoming relevant to a new generation of global shoppers.
That’s when new owners, Gordon Brothers, turned to Brown Dog.
A Brand Reinvented for the Modern Home
Our brief was to retain everything Laura Ashley stands for - its warmth, elegance, and its deep connection with British design history - while reimagining the brand for a digital-first world. It wasn’t just a project to preserve a legacy, it was about reinventing it for a modern and worldwide market.
The result was a beautifully streamlined brand refresh that stayed true to Laura Ashley’s heritage, whilst making it versatile, relevant, and appealing to today’s lifestyle-focused audience.
Turning Legacy Into Longevity
We began by researching the brand’s legendary archive of rich, hand-painted prints, vintage textiles, and timeless details. These elements sat at the core of the refreshed identity: one that would translate across continents, platforms, and retail partners.
With international licence holders from Shanghai to the UK, consistency was key. We built a flexible, easy-to-implement brand kit that could carry the Laura Ashley story across fashion, interiors, and lifestyle categories - whether on the shop floor of NEXT or in a digital catalogue in China.
Creative Excellence That Endures
Brown Dog delivered an elevated suite of assets, including art-directed photoshoots and a full range of marketing collateral. Every piece of content was designed to be both inspirational and practical, allowing customers to recognise the Laura Ashley they know and love, and discovering the refreshed and contemporary version.
Our strategic partnership with Laura Ashley continues to this day. We act as brand guardians for all digital and creative outputs, ensuring that the legacy of the brand is not only preserved, but also evolved for a future where visual identity matters more than ever.
A Partnership Rooted in Trust
The Laura Ashley story is one of elegance, endurance, and reinvention - and Brown Dog has been proud to play a defining role in its evolution. With deep roots in interiors and homeware marketing, we understand how to nurture a brand through times of transformation.
If you're ready to take your brand forward without losing what makes you special, let Brown Dog create your next defining moment. Book your discovery call to start our journey together.
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Tori Murphy
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