The original logo was monochrome, cast in a serif typeface, which felt a little old-fashioned. To update it, the agency has redrawn Waterford’s icon and work mark, inspired by the brand’s signature Lismore cut, which references the battlements and windows of Lismore castle in Waterford. The new logo uses these cuts as letterforms as a nod to its craft, with the original Waterford cross section of the W still retained.
The clean cut of logo creates a contemporary interpretation and this was one of Identica’s biggest tasks: to reframe the brand as “desirable and relevant to a younger audience”. In the past the brand has actively built the perception of being saved for special occasions, but now wanted to create the idea that Waterford is a beautiful product that can “transform everyday moments to make them truly special”.
The new colour palette also helps to modernise the brand, as it combines a dark moody green with a molten orange. The combination is a tribute to the “elemental starting point” of each crystal piece. Waterford’s famous seahorse also got a makeover, with Identica redesigning the character to feel like a “modern shorthand” of the brand.
“The brief was one that many established brands have faced; how do we retain the essence of Waterford’s rich history, craftsmanship and Irish heritage but ensure that these feel relevant, compelling and desirable for a younger audience?” says Richard Clayton, Identica’s creative director. “I was hugely inspired by walking around the workshops, in awe of how the craftsmen were shaping the molten crystal using simple wooden paddles, how the crystal cutters manipulate small and huge crystal pieces over the diamond cutting wheels creating complex and delicate patterns.”