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Tales of the city

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Lowndes London

Every piece of jewellery should tell a story

Inspired by London's forgotten past and hidden present

Every piece of jewellery should tell a story as individual and fascinating as the person who wears it.

Lowndes is a new brand of contemporary fashion jewellery that's as full of intrigue as the city that inspires it. Named after Lowndes Square in Belgravia, one of the city's most fashionable addresses, the brand is partly informed by the rich history of London's High Society. Stories of opulence, wild eccentricity, scandal and whimsy underpin 'Inspired by London's forgotten past and hidden present' – the brand positioning developed by Yang Rutherford.


The Identity: a creature of opportunity

Trafalgar Square's imposing Lion, the playful stone monkeys adorning the Natural History Museum, the ancient gargoyles of Westminster Abbey and the Serpentine's graceful swans: London is a city teeming with creatures both mythical and real. But perhaps none captures the city's Zeitgeist better than the cunning urban fox. Largely hidden from sight, the fox is a creature of the night. From the front door of Number 10 Downing Street and the elite garden squares of Mayfair to the hallowed streets of Hatton Garden, this nocturnal creature of opportunity has made London its home for centuries.

Designed by Yang Rutherford, the Lowndes identity captures a London fox in the act of stealing a piece of luxury jewellery. This playful identity perfectly encapsulates the tales from hidden London story and irreverent character of Lowndes.

Scope

Brand Story
Brand Position
Brand Identity
Website Design

The Client Comments

We worked with Yang Rutherford on the branding and identity for Lowndes London. They are a very creative team and we are delighted with the branding they developed for us. However, what impressed us most was their willingness to listen genuinely to our brief and feedback and direct their creativity accordingly. I find this quite rare.

Mark Hutchison

Inspired by hidden London.

Past and present.

EACH PIECE TELLS A STORY

Every piece of jewellery
should tell a story as
individual and intriguing
as the person who wears
it. At first glance, ours
is simply one of fine
contemporary elegance.
But look more closely,
and you’ll uncover
exquisite, complex
details made possible
by the hand of
master craftspeople.
The character of hidden
London past and present
lives in these details and
it’s a world that Lowndes
delights in sharing with
its international
customers.

And its love of creatures

great and small

THE CUNNING URBAN FOX

From Trafalgar Square's imposing Lions and the playful stone monkeys adorning the Natural History Museum's exterior to the ancient gargoyles of Westminster Abbey and the Serpentine's graceful swans, London is a city teeming with creatures both mythical and real. But perhaps none captures the city's Zeitgeist better than the cunning urban fox. Largely hidden from sight, the fox is a creature of the night. From the front door of Number 10 Downing Street and the elite garden squares of Mayfair to the hallowed streets of Hatton Garden this nocturnal creature of opportunity has made London its home for centuries.

SCANDALOUS LONDON

Married to one of the
most powerful men in the
kingdom, and mistress
of another, Elizabeth
Chudleigh’s future
seemed secure.
But all that changed
once it was discovered
that Elizabeth was not
only unfaithful to her first
husband, she’d married
her second while the first
was still alive. The court
case that ensued gripped
Georgian high society and,
after being roasted in
the press, Elizabeth fled
abroad, never to return.

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163 Wing Lok Street
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