Disney Couture axes old branding as part of mission to provide clarity

Disney Couture Kindom

An international and contemporary line of licensed Disney jewellery has binned its old branding in favour of a fresh new look in a move to offer greater clarity and gain consumer confidence.

Disney Couture UK, has undergone a business overhaul that includes a change in trading name and logo.

Following the trade name switch to ‘Couture Kingdom UK’, which became official on October 2, the company will be able to utilise the recognisable Disney logo in their branding.

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Over the coming months there will also be a transition to new packaging and POS materials, as well as the introduction of two new collections: Disney Princesses and Precious Metals.

The retail website has been relaunched with a more modern look to reflect the designs which are based on Walt Disney’s classic movies and famous characters.

The rebrand is designed to offer greater clarity and consumer confidence regarding the authenticity of the company’s range of officially licensed jewellery.

Company director, Tom Coulter, said: “The new logo pays subtle homage to the familiar crown used in the original Disney Couture branding. However, we felt it was time for a more updated look to attract our target audience of 18-35-year-old female Disney fans. The makeover also aims to enhance the appeal of our products to our strong customer base of all ages who are looking for the perfect Disney-themed gift.”

The West Midlands-based supplier has over 60 stockists including high profile retailers such as The Disney Store, Goldsmiths Boutique and Watch Shop. The 14 carat gold-plated collections have RRPs ranging from £18 to £95.

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