The biggest changes were to the brand’s visuals, which featured the rolling hills of England against its traditionally rainy, hazy backdrop. Swapping outdoor images for ones that better reflected U.S. geographies helped bring the brand into focus in America. Editing the messaging for clarity, which included swapping out terms uncommon in U.S. culture and adjusting traditional UK spellings, also helped Americanize the brand for launch.
Our goal was to honor the British heritage of the brand, recognizing that quality as a draw for many American consumers, while making the brand feel accessible and familiar to someone living in the U.S.