Jarrold Privilege Club
Brand Identity & Campaign
Established in 1770, the Jarrold name is shorthand for quality – from its unique stationery and stylish clothing, to its excellent bookshop and thoughtfully-selected homeware. And Jarrold cares about the shopping experience, too, running book events and beauty demonstrations, as well as housing several fine restaurants and a cosy wine-bar-cum-deli.
Jarrold approached us with a creative challenge – to launch a loyalty card to reward regular customers. It needed to feel exclusive, and make the customer feel like they were part of a privileged club.
As the strength of the Jarrold brand lies in its subtlety, a subtle response was needed. Working with the existing logo, the Jarrold Lion, we simply added a crown to the space above the lion’s head – a playful touch that tells privilege customers they’re royalty. We also carried the crown theme across a series of campaign posters featuring cheerful models in ‘Jarrold purple’ clothing, posing with a crown.
We launched the brand with window and in-store POS displays, as well as making use of the iconic Jarrold bag. The Jarrold Privilege card has been a huge success, with sign-up targets for the year beaten within the first month of launching.
© Ark 2017–2021