Dunhill Brand Identity - Joshua Leigh

Dunhill Brand Identity
Brand Design

Alfred Dunhill Ltd was founded in London in 1893. By the early 2000s the brand had lost any sense of heritage and to a growing international audience, particularly in Asia, there was little awareness of its London origins.

This project was commissioned to clarify and define Dunhill’s visual brand expression and rationalise its extensive product packaging line-up.

Year
2006

Studio
Virgile + Partners

My role
Visual Designer

Section heading

I redrew the famous ‘longtail’ logo, adding the ‘London’ descriptor. The ascenders of the letters were reduced in height, using the proportions golden rectangle. The relationship between these proportions were then used to rationalise product packaging sizes.

I also design a new Alfred Dunhill monogram. It has a rotational symmetry, this allows it to be applied to Dunhill products which have no set orientation – such as a fountain pen lid.

The longtail typographic wordmark is not suited for use at small sizes given the small scale of its letterforms. For smaller leather goods or jewellery a more robust monogram was required.

Dunhill-with-Jude-Law-by-Greg-Williams-004

Dunhill-with-Jude-Law-by-Greg-Williams-007

Product presentation

I redesigned Dunhill's product packaging to be able to act as a display unit in stores with little available space. The lids neatly tuck under the box to raise its height, multiple boxes can be stacked in a modular system.

I created a Dunhill texture based on the engraving found on an antique Dunhill cigarette lighter from their archive. This texture was then applied to all packaging and bags during the production process.