Construct lovingly crafted a new brand identity for Boodles which consists of a logotype, brand palette and brand marque. Inspired by Boodles archives Construct researched original facias and print advertising from the last two hundred years of the brands history.

A clear typographic style was evident in the brand’s heritage, repeated use of a refined English font and an unusual treatment of the double ‘o’s gave the original iterations of the Boodles brand identity a timeless quality.

The result is a confident, contemporary brand identity, simple and clean with a clear reference to the brand’s rich heritage.

Building on our brand identity work, Construct art directed two breathtakingly beautiful campaign for Boodles featuring Sophie Dahl, cast for her beauty her British wit and irreverence.

Working with photographer Greg Williams and Stylist Bay Garnett the atmospheric, almost filmic portraits and supporting moving images are confident, emotive and thoroughly modern, reflecting the confidence and energy of the Boodles brand.

Styled with an informal ease, serious jewellery becomes at once aspirational and everyday. More modern, confident and ‘real’, the campaigns see Sophie engaging with the camera wearing Boodles icons, rare and precious stones and the brand collaboration with the Royal Ballet.

Our approach was idiosyncratic with a closer focus on jewellery pieces and the expression of the experience of wearing such gorgeous jewellery that creates a bold confidence of the campaigns and a powerful category standout.