With over 100 years of history, Alfred Dunhill is a brand which is rich, yet complex in its perception. It began with the dream of one man, Alfred Dunhill, the quintessential English investor who set out to accessorize the original motorist. Obsessed with detail, fanatical about quality and craftsmanship, his talent lay in the creation of exquisitely designed, ingenious accessories for the perfect gentleman.
For this project, Headmint were asked to define and articulate a new positioning for the brand, moving it from primarily a menswear retail business to a leather-led luxury accessories business, available at both wholesale and retail.
Uncovering the Dunhill brand story
Headmint engaged with a wide range of Dunhill employees, from product designers to store managers, via interviews and workshops, to uncover and define the unique DNA of the Dunhill brand: the sum of the parts, defining and discovering who Dunhill is and what the Dunhill brand stands for, unearthing what is unique, true and relevant.
This insider knowledge, along with an evaluation of extensive consumer research and an understanding of the luxury goods sector, were brought together to provide a brand positioning that would guide all aspects of future brand development as well as consumer communication.
The new and compelling brand story was encapsulated into a ‘brand bible' and a communications brief. Headmint then briefed the company's product designers to ensure that future product development supported and was consistent with the new brand positioning.
Quintessential English luxury for men
Today Dunhill has transformed the inherent qualities of masculinity, ingenuity and Englishness into a contemporary attitude which is relevant to an international consumer.
Dunhill provides a distinctive point of view with products that are sharp, urban and knowing and always with a twist of 'more than meets the eye'.