Undertaking a full packaging refresh, the ambition was to distil the historical DNA of Burberry and define a modern spirit.

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Founded in 1856, the British apparel house has a legacy rooted in textile innovation. Thomas Burberry developed cotton gabardine — a weatherproof fabric still used in the iconic Burberry trench coat. To honour this heritage, a custom dyed-through paper was developed with embossing to echo the colour and texture of gabardine.

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The scope encompassed a transformation of core brand assets, from logotypes to packaging, refining the visual language to reconnect with the brand’s heritage while expressing a progressive new attitude.