The Individual Agency has refreshed the brand identity for premium lingerie brand Fleur of England.

The agency was briefed to evolve the current brand identity. The finished result is delicately crafted type which aims to enhance the femininity of the brand and represent the attention to detail and care that goes into every Fleur of England product.

The agency also renamed the brand from Fleur T to Fleur of England to strengthen the brand’s English heritage, giving it a clear position in both its UK and overseas markets where it is sold through a selection of lingerie boutiques.

The new brand identity is being rolled out across all brand materials and the agency is currently working on the new website which will launch later this year.

Fleur Turner, Founder of Fleur of England said: "I appointed The Individual Agency as I wanted a company that really understood female brands and I’m delighted with the finished result, they have delivered my vision and I’m looking forward to getting the new website live later in the year."

The Individual Agency opened its doors last July and has a particular focus on female brands and products.