Aquascutum: Re-Launch
Identity
Ruyi, the new owners of Aquascutum asked Brave New World to provide a new identity and image for the iconic British brand. Aquascutum was established in 1851, the year of the Great Exhibition, when tailor and entrepreneur John Emary opened a menswear shop at 46 Regent Street. The new image sought to retain both a sense of innovative brand roots (Emary patented the first waterproof wool) and convey a contemporary edge.
