Morris & Co has unveiled a striking new campaign, putting three of its most iconic designs into a new light.
The campaign – described as ‘lovingly crafted and disruptively spirited’ – sees heritage reimagined but also remaining true to the roots of William Morris.
The Golden Lily, Blackthorn and Pimpernel designs set the scene for bold new slogans, reaffirming Morris & Co.’s authenticity as the original company founded by William Morris in 1861.
Appointed by William Morris himself and his natural successor as art director of Morris & Co. in 1896, J. H. Dearle’s Golden Lily (1897-99) and Blackthorn (1892-93) feature in original colourways, while Morris’ Pimpernel (1876) is shown in newly reimagined colours.
Twists and turns of nature’s thorns and entwined lily stems dance, while pimpernel preens in some of Morris & Co.’s most recognisable designs, taking centre stage in this new campaign.
“As the original company founded by William Morris in 1861, it is our responsibility to keep Morris & Co. relevant for today’s audiences, opening up our world and drawing people in through a considered reimagining of our heritage designs,” commented Claire Vallis, design director at Sanderson Design Group. “As the creators and makers of Morris & Co., we have the privilege of bringing these designs to the fore and a legacy to uphold – this campaign does just that.”
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