Brand Refresh Case Study | Wade Ceramics

Wade Ceramics

Refresh of brand


Wade Ceramics has been designing and manufacturing ceramic products since 1810. With a philosophy of creating handcrafted items of the highest quality, its porcelain flagons are renowned throughout the international distilling industry. Although a famous brand with a proud 200-year history, Wade’s appearance had become somewhat tired and uninspiring. Working with the world’s most beautiful brands, it is important for key partners in the manufacturing process to reflect this with an engaging personality.


The refreshed brand had to tick certain boxes. Uniting Wade’s unique heritage with the best of British workmanship and innovative style, it also had to be fresh, inspiring and relevant. Something modern and strong, which perfectly illustrated the quality of the products on offer.


Designing a new Wade logo, we also developed a strapline reflecting the company’s heritage – ‘Decorated with history’. We decided to split products into four collections – Spirits, Home, Fragrances and Food – simplified by the power of colour for customers to differentiate between each. Cobalt blue was chosen to represent the Spirits collection and Wade’s leading colour. Other divisions were less dominant, with neutral and earthy tones creating a modern, striking brand that inspires both current and future customers.


All was revealed at the Packaging Innovations exhibition at the NEC in Birmingham. From the bold new logo to the fresh look and feel of the Wade website and restructure of its product collections – the positive feedback was immense.