Yardley are a brand that I tend to associate with the past. They remind me of a quaint, old-style beauty that we’d often see on our grandparent’s dresser and to be honest, I’d forgotten all about them until recently when I was contacted regarding their plans for a relaunch.
Normally when companies are planning a relaunch that’s all about shaking off the past associations, they go far too extremely in the opposition direction and end up appearing really rather naff. However, having pondered the pictures from the new campaign, I think Yardley have got the balance just right; they’re still holding on to the elegance and beauty of their past identity, but have added a modern, editorial stance to bring the brand back into the present. What do you think?
Here’s the behind the scenes video from the shoot: