The London Dolls Storefront
THE LONDON DOLLS: “Making beautiful things happen.”
CHALLENGE: Beth Camilleri, founder of The London Dolls, was ready to give her beauty and wellbeing brand a fresh new look as they prepped for their big move—from Broadway Market to London Fields (so, basically just around the corner). The business was already smashing it, but with a bigger studio space on the horizon, it was time to level up. Our job? Take something good and make it great.
SUCCESS: Pretty much as soon as we rolled out the rebrand, business skyrocketed. Bookings started pouring in faster than ever, and Beth quickly claimed a much bigger slice of the pie in Hackney’s ultra-competitive beauty and wellbeing scene (a.k.a. Hipsterville). And her Insta stats? Through the roof!
SERVICES:
• Brand strategy
• Brand name
• Visual identity
• Website
• Social (art direction)
• Print
• Ads
• Packaging
• Apparel (art direction)
• Interiors (art direction)
• Windows (art direction)
The London Dolls Staff Aprons
The London Dolls Branded Table and Chairs
The London Dolls Logo Animation
The London Dolls Bus Stop Ad
The London Dolls Underground Ad
The London Dolls Brand Message
The London Dolls Website
The toughest challenge? The name. In this new age of female empowerment, calling the brand ‘The London Dolls’ didn’t sit right with us. We felt ‘doll’ was outdated, a throwback to when the east end of London was a man’s world, and we seriously debated changing it. But when we floated the idea to Beth’s loyal female clientele, young and not so young, the response was unanimous: “Don’t mess with our dolls!”—definitely not what we were expecting!
The London Dolls Cream Packaging
The London Dolls Soap Packaging
So, the next challenge was obvious... how do we call it The London Dolls without actually calling it The London Dolls? The solution was right under our noses - ‘doll’ is classic east London cockney slang for a ‘pretty young woman’. So, we gave it a fresh spin with modern London text speak: THE LDN DLS. A simple twist on the original brand that let us sidestep the problem, while keeping its east end roots intact.
The London Dolls Social on Phone
The London Dolls Tote Bag
We handled the whole lot for the new studio launch - brand strategy, name, messaging, identity, and visual language - then brought it to life across everything: website, socials, print, ads, packaging, apparel, interiors, even down to the window displays. The studio’s design and styling was a huge project that Beth and her sister Bebe Nova took on like pros. They hit late-night ceramic markets in Morocco, early morning vintage markets in Margate, and we were always on hand to help whenever needed.
The London Dolls Look Book
The London Dolls Magazine Ad
The London Dolls Price List
THE LONDON DOLLS UPDATE SEP 2024: Beth has grown and diversified the brand whilst also training to become a fully qualified nurse to enable the business to offer a wider range of specialist beauty treatments.