Brochures are a key element in the Boodles marketing mix. They are one of their most important selling and image development tools, used within the shops and mailed to current customers regularly to build the customer relationship with aspiration and desirability.As part of their high value offer Boodles produces a bi-annual collection of figurative jewellery under the umbrella name Wonderland. After the success of the previous Wonderland marketing by WW, Boodles came to us to again create a narrative around the suites to help bring them together in a single creative space.Collaborating with illustrator Daniel Egneus and writer Susan Wade Weeks, WW produced a sophisticated publication that centred around the story of a female protagonist recollecting a whirlwind romance in a oasis market town along the silk route. Based in part on the concept that jewellery can trigger memories, and that memory is often loose and subjective, we had the freedom to introduce all the references seen within the collection in an unforced and eloquent manner.
“The rhythm of the ceiling fan fills my mind. I close my eyes and there are the swans… long-throated in their beauty, in a pride of wings, low over our heads as we lay on our backs in the poppy field, beating towards the sunset and a secret nesting place in the reed-beds.” Wild Swan suite.“However precious a jewel, its pricelessness is as a talisman, a key, the gateway to the real and ever-present Wonderland we call memory.”WW have played a key role in helping increase the business sevenfold. Profitability has dramatically increased and Boodles is now recognised internationally for its superlative design.