The perception of Harvey Nichols is that it’s a store who only stock mid to high-end fashion. But did you know they stock High Street brands? Well, neither do a lot of people which is why they’re losing business to rival department stores such as Selfridges. Our brief was to communicate that Harvey Nichols isn’t as snobby as people think.
So, with typical Harvey Nichols wry humour and a nod to the London cockney accent, we simply removed one letter from the logo and waited to see the reaction from the public.