Case Study: The Copyrights Group achieves a clearer Paddington franchise brand with Skew

The Copyrights Group unifies 50+ years of Paddington branding with Skew

The Copyrights Group, custodian of the Paddington brand, faced the challenge of a fragmented and inconsistent brand identity. This confusion, resulting from over 50 years of incremental growth, made it difficult for commercial partners to know which version of the bear to use and hindered cross-category retail opportunities. They engaged the vendor Skew for a brand architecture strategy to create a new framework for the brand's future.

Skew developed a clear masterbrand identity and franchise architecture for Paddington, which provided strategic clarity and preserved the brand's heritage. This new framework unlocked licensing opportunities and allowed for the seamless development of distinct sub-brands, including Heritage and Baby. The work gave The Copyrights Group the confidence to push Paddington forward as a cohesive franchise, with commercial partners immediately responding positively to the stronger, more consistent branding.

The Copyrights Group