Visual brand strategy consultancy Reach has created a visual identity for The Royal Mint’s Diamond Jubilee range. Together with consumers Reach co-created the brief for the identity and packaging communications.
Photo: The Royal Mint’s Diamond Jubilee range by Reach
Reach was approached by The Royal Mint to create an extractable and flexible identity for its Diamond Jubilee collections. Using a unique visual method, Reach explored with consumers the event’s best emotional hook, the attitude that needed to be conveyed, their motivations for buying the coins and how The Queen was represented. This was done by working visually with consumers to bring to life ideas, theories and hypotheses using imagery, pictures and colour to open up their minds to new possibilities prior to development of the creative strategy.
Photo: The Royal Mint’s Diamond Jubilee range by Reach
Through its co-creation sessions with consumers, Reach identified that the emotion of buying and gift giving goes deeper than just the event. For parents giving to their kids it’s more about educating, whilst those buying for adults wanted to get a sense of, and celebrate, The Queen’s achievements throughout her reign. The Queen was seen as ‘the event’ and so an immediately recognisable visual of her was key to the identity. The most appealing positioning was around an understated elegance that was respectful without being ostentatious.
Photo: The Royal Mint’s Diamond Jubilee range by Reach
Mark Rylands, Creative Partner at Reach, says, «A thoughtful and respectful approach led to the creation of a modern interpretation of a classic monogram. The natural combination of the letters QDJ provided not only a regal quality but an element of discovery. Integrated typography and calligraphy were sympathetically hand drawn to reflect the elegance of the event. The communication of the event was further supported by the secondary diamond device which allowed the identity to be flexible and transferable.»
Photo: The Royal Mint’s Diamond Jubilee range by Reach
The Royal Mint’s Brand Manager, Rhiannon Williams commented, “Reach has successfully created a warm and approachable identity for our collection that marks this ‘once in a lifetime’ event. The visual co-creation method always proves to pay off. The consumer insights gained mean that the collection’s identity is one that meets consumers’ expectations and associations with the event.”
Reach had previously created identities for The Royal Mint’s London 2012 Sports and Gifts coin collections and due to the success of these Reach was commissioned for the Diamond Jubilee identity. The project took 10 months from commission to launch