Rebranding A 135 Year Old Gunmaker Brand

Client

Watson Bros.

Location

London, UK

Design Style

Elegant Logo

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Services Rendered

Logo Design
Brand Identity
Positioning Strategy
Icon Design
Package Design

Deliverables

Final Source Files
Brand Style Guide

Fine English Gunmakers since 1885
& still today Man Made in the City of London.

Thomas Watson was the son-in-law of the renowned gun and revolver maker William Tranter. In 1875 Thomas Watson acquired the company and premises of Durs Egg at 4 Colonnade, Pall Mall. Durs Egg was a gunmaker of Swiss origin who established his business in London in 1772 and subsequently became a gunmaker to George IV in 1820.

In the heart of London, an enduring legacy of craftsmanship and excellence breathes through the storied walls of Watson Bros. – a testament to the artistry and precision of English gunmaking. It was Spellbrand’s privilege to usher this 135-year-old institution into a new era, a challenge befitting our reputation for handling brands with deep-seated heritages and transforming them for the modern connoisseur.

In 1885 Thomas Watson’s son, Arthur and Thomas succeeded to the firm as the eponymous Watson Brothers, continuing the gun-making traditions established by their father. Today Watson Bros. remains a privately owned and managed business making guns and rifles of exceptional quality.

Chapter One: The Heritage of Craftsmanship

Thomas Watson, an heir to the revered gun and revolver maker William Tranter, took under his wing the legacy of Durs Egg, itself a monumental name in gunmaking. With the city of London as its stage, Watson Bros. continued to handcraft firearms of unparalleled quality, with each piece telling its own tale of refinement and performance. A tradition proudly carried into the present by Michael Louca, a custodian of this regal lineage.

As W.B reputation grew so did their client base attracting royal warrants from such exotic lands as Turkey and Persia. With demand high over a 100 year period, W.B built 17,000 guns of which all the records are still held, specializing in all varied forms of fine sidelock ejectors.

Chapter Two: The Call to Modernity

As the years wove a tapestry of recognition and prestige, Watson Bros. felt the pulse of the present – the need to evolve yet maintain the sanctity of their craft. Hundreds of branding ateliers laid out their visions, but Spellbrand’s insight and reverence for Watson Bros.’ history earned the honor of reimagining their brand identity.

When Michael Louca, the current owner and master gunmaker, wanted to bring the brand into the modern age and create a separate accessory branch, he approached Spellbrand to help create a new brand identity. The super-talented team at Spellbrand created a sublime brand strategy. It translated that into a stunning new identity that retains the majesty of the 135-year-old heritage while modernizing the brand’s image.

Chapter Three: The Alchemy of Rebranding

Spellbrand, entrusted with this colossal task, embarked on a quest to forge a brand strategy that would intertwine the strands of history with the fibers of contemporary appeal. A logo, an icon, a narrative – each was re-envisioned with the utmost deference to Watson Bros.’ illustrious past and the patrons it was yet to captivate.

Chapter Four: The Emblem of Elegance

The new emblem, conceived by the maestros at Spellbrand, was a harmonious blend of heritage and modern sophistication. Elegant typography, infused with the spirit of the original Watson Bros., was coupled with a contemporary icon, creating a visual symphony that spoke to the soul of the brand.

Indeed today Watson Bros., still under the guidance of Michael Louca, continues to be creative with a modern sidelock ejector, self cocking hammer gun and big bores as well as over and unders and side by sides, all made in their workshop in the City of London.

With such accolades as being invited to exhibit in the Victoria and Albert museum ‘Power of Making’ exhibition, they are proud of the reception their guns have received.

Chapter Five: The Tapestry of Touchpoints

From the exclusivity of the gunmaker’s touch to the tactile presence of packaging and accessories, the rebranded identity echoed through every touchpoint. This meticulous attention to detail was Spellbrand’s ode to the Watson Bros. narrative, a narrative steeped in regal artistry and human endeavor.

Chapter Six: The Vestige of Virtuosity

The finest example of Watson Bros.’ craft, The High Pheasant Lefthand opening, stood as a testament to the brand’s promise of bespoke creation. It was not just a firearm; it was a piece of history, personalized for the discerning sportsman, a marvel priced at £75,000 – a figure that spoke of its unmatched quality and bespoke craftsmanship.

Epilogue: The Continuation of a Saga

With the brand now revitalized, Watson Bros. transcended its already esteemed place in the annals of fine English gunmakers. Spellbrand’s endeavor went beyond mere rebranding; it was a renaissance, a rekindling of a fire that had burned for over a century. Watson Bros., equipped with an identity that reflected their unparalleled legacy, was poised to write the next chapter in their remarkable story, with Spellbrand as the chosen scribe.