Refining an icon of British luxury
Client
Launer
Country
United Kingdom
Disciplines
Brand Identity
Brand strategy
Sector
Retail
Launer London is a British luxury leather-goods house renowned for its structured handbags, purses and accessories, handcrafted in England using traditional techniques and the finest leathers. Founded in 1941, the company has built an international reputation for understated elegance, exceptional craftsmanship and enduring design.
The brief
Launer London asked BakerWilcox to evolve its visual identity and create a more consistent foundation for the brand’s future communications. The commission included the development of a new logo and a comprehensive set of brand guidelines to define how the identity should be presented across print, packaging, retail, digital and campaign applications.
Baker Wilcox are an excellent company with whom to work. They are reliable, creative and keep to promised dates.
We have certainly benefitted from their input and dedicated work with us.
Gerald BodmerLauner London
The execution
The twisted-rope emblem was already one of Launer’s most recognisable signatures, appearing on its handbags as a discreet expression of craftsmanship and provenance. We refined this detail into the central feature of the new logo, preserving its familiarity while giving it the clarity, balance and versatility required of a contemporary brand mark.
Every element was carefully considered, from the construction and proportions of the emblem to the typography, spacing and relationship between the individual components. The aim was not to impose a new personality on Launer, but to distil the qualities already present within the house: quiet confidence, precision, permanence and unmistakably British refinement.
The accompanying brand guidelines established the visual principles that would steer all subsequent work. They defined logo use, typography, colour, imagery, composition and tone, creating a practical framework that could maintain consistency across packaging, print, retail, campaigns and digital applications without making the identity feel rigid.
Working with a house of Launer’s stature brought a particular responsibility. Its bags had accompanied Queen Elizabeth II through countless official engagements and became an enduring part of her public image. That extraordinary cultural history meant every adjustment needed to be made with restraint and respect, ensuring that the evolved identity felt worthy of the heritage it represented.
Working with a brand such as Launer carries a genuine sense of responsibility. Its identity is woven into decades of British craftsmanship and an extraordinary cultural history, from royal engagements to Queen Elizabeth II’s memorable appearance with Paddington Bear. Our task was to respect that legacy while creating a clear and enduring framework for the brand.
RICHARD BAKER
Prime Minister Margaret Thatcher greeted by Lady Docker
HM Queen Elizabeth inspecting the Welsh Guards