Challenge
The Pearly Kings and Queens are a London institution dating back to 1875. Known for their distinctive pearl button-covered costumes, they give their time for free to raise funds for charities and support people in need. As they approached their 150th anniversary, they needed a refreshed identity that could help them connect with modern audiences while honouring their heritage.
The challenge was to balance tradition with contemporary appeal: keeping the East End spirit alive while creating something that worked in print, online and on the street.
Outcome
We worked directly with members of the Pearly community to understand the message they wanted to communicate and the style that would fit. The result was a mix of tradition and creativity that kept the London roots alive.
The new logo features Henry Croft, the original Pearly King, as its face. This connection to the legacy gives the brand authenticity, while the updated visual treatment brings it forward for digital channels and contemporary audiences.
The identity works across the website, social media and event materials, helping the Pearlies reach new supporters while staying true to who they've always been.
Results
A refreshed identity ready for the next 150 years.
