H.R. Owen: Brand refresh

This case study reveals how London's oldest luxury car dealership, H.R.Owen, successfully re-branded to create a visual identity befitting a luxury brand.

H.R. Owen: Brand refresh

Calling Brands

Executive summary

In the world of luxury, brand is king

Unfortunately for H.R. Owen, London's oldest luxury car dealership, their brand was being overshadowed by the car marques they sold. Following a turbulent time in the financial crisis, revenues fell (2009 — down 13% year on year) and profits fell faster; leading to a wholesale change in the senior management team at the end of 2011

In such a state of flux, H.R. Owen was in need of a strong brand strategy and identity to stabilise the group, uniting the different parts of the...

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