As a charity, The Royal parks care for the most famous collection of urban parks in the world, providing free access to London’s beautiful, natural and historic green spaces, to help improve everyone’s quality of life and wellbeing. The retail offer is an extension of The Royal Parks brand, delivering a new revenue stream for the charity and increased awareness and support from visitors that every purchase supports The Royal Parks.
To help the charity generate new revenue opportunities, The Royal Parks wanted to extend their brand into retail ventures by developing a range of products to be sold in physical shops across the parks, pop-up outlets and an online retail platform. Their intention was to enable park visitors to purchase sustainable, high-quality products, inspired by the parks’ nature and heritage. The sales would contribute to the The Royal Parks income, helping the charity fund park maintenance and improvements. Having worked successfully together on their masterbrand identity, The Royal Parks asked Rose to help develop the strategy and resulting brand identity for their new retail offering.
Rebranding the world’s most famous parks
Creating a sub-brand to chart new waters