Reeves identity had been untouched for 250 years, the brand had always represented theessence of creativity but had become dated and disconnected from the contemporary'creative' consumer.

We were tasked with updating its desirability and re-establishing anemotional connection with the customer by transforming its brand vision, visual identity,packaging design and digital expression.

Reeves identity had been untouched for 250 years, the brand had always represented the essence of creativity but had become dated and disconnected from the contemporary 'creative' consumer. We were tasked with updating its desirability and re-establishing an emotional connection with the customer by transforming its brand vision, visual identity, packaging design and digital expression.

We sought to understand the shifting significance of creativity in the lives of the 'maker generation' and gained insight from a series of global consumer workshops. The outcome was that millennials express a new creative lifestyle, one in which the act of creating is no longer limited to the arts but rather an exploration of identity, an avenue for self-expression, and a form of release in an overly digitised world.

To resonate with millennials who create to relax, play, share and connect, we discovered an opportunity for Reeves to reinvent itself as a lifestyle brand. Embodying a shift from 'artistic creation' to 'self-expression', the new strategic vision revises the brand's focus from the discipline of art to the democratisation of creativity.

To take Reeves from a heritage brand to a lifestyle brand, we removed the dog visual most closely associated with Reeves, to give the brand scope to reflect the individual. Where the old packaging is prescriptive, showing finished artworks and step-by-step guides, the new packaging is about sparking creativity and celebrating spontaneous creation.

The new visual language organises the complex portfolio of Reeves products into one that is simple, navigable and inspiring to the consumer. With a cleaner typeface, colourful coding system and bold wordmark in which the 'R' evokes a framed corner. also extended this idea and identity seamlessly into the digital space with a brand-new website for Reeves.

Intended to facilitate community as opposed to simply sell products, the website serves as a space for inspiration in which creators at both ends of the artistic spectrum can interact with the brand on an emotional level.