Clerys department store on O’Connell Street, Dublin’s longest serving retailer is to be re-branded. The new identity, which is due to be launched in November, is being designed and managed by Dublin design and advertising agency, Creative Inc.

The store’s new look will encompass a fresh re-working of the famous traditional Dublin lamp-post logo. Elements of the re-branding will be carried throughout the entire store and will be most visible through the store’s Point of Sale stations, in-store graphics and signage, at street level with the window displays, on their bags and in a wider context through their advertising. Creative Inc. is also producing the new Clerys TV ad campaign which will be broadcast in the run up to Christmas.

Niall Corcorran, Director of Creative Inc. believes the key to the successful re-branding of a store like Clerys is in finding just the right balance between tradition and modernity. “There is a certain responsibility that comes with working on a brand as well known as Clerys. The store really is a Dublin institution and, like the GPO or the Shelbourne Hotel has become a part of its landscape. 

“The new identity that we have developed gives a very contemporary look to Clerys while at the same time building on its unique heritage.  The core brand elements derive their look from the iron works of the Dublin lamps which have long been associated with Clerys.”

Ms Liza Jones, Group General Manager – Sales & Marketing,Clerys, said, "The culmination of the refurbishment and subsequent rebranding coincides with the completion of the O'Connell Street Plaza and the opening of the Luas Red Line returning O'Connell Street to the thriving city centre thoroughfare. The new logo reflects the synergy between the heritage and architecture of the store, while simultaneously acknowledging the new features to the store. The fresh new colours were chosen to represent the dramatic changes to the store after an investment of €20million in the project.”