Pride of Place in Harrods: A 15-Year Collaboration with Carrs Silverware
Pride of Place in Harrods.
Our work with Carrs Silverware and their portfolio of luxury brands stretched over 15-years. On their brand journey we collaborated with Harrods, Selfridges and Mappin & Webb to champion their retail presence.
Our first commission was to reposition their Osborne brand in the luxury Silver Room at Harrods, positioned against the Parisian giant Christofle. Our response was to create a new brand identity and luxury brand book aimed exclusively at Harrods’ illustrious ‘Black Tier’ customer list.
We were further briefed to produce a series of standout adverting for the in-house magazine, window displays and website that had a fourfold objective:
- To increase brand awareness of both Carrs and Osborne
- Promote their luxury product ranges
- Position the companies advantageously against their rivals
- Encourage customers to visit Harrods’ silver room.
“Vivid’s creative work for Carrs and Osborne has been truly revolutionary – they have taken two very historical brands and repositioned them in the marketplace adding energy and flair!” Harrods Trade Marketing Manager
Sheffield Cutlery: Carrs Silverware and Osborne Tableware are steeped in Sheffield’s cutlery making tradition. Joshua Osborne first registered as a silversmith in 1709, and he became Master Cutler in 1724.
A Sheffield knife was found in the possession of Edward III at the Tower of London in 1340 and as early as 1379, 25% of the population of Sheffield were listed as metalworkers.
