Shellys reclaims its London roots in store revamp

Shoe retailer Shellys, acquired by Stylo Group last year, has rebranded its Oxford Circus flagship with new graphics, as well as switching back to its original name, Shellys London.

The design work was carried out by London-based consultancy Love Branding, which has also revamped the company's advertising and in-store communications.

Love Branding founding partner Doug James said: 'We were asked to communicate to Shellys' fashion-conscious customer the brand's heritage in terms of shoe design, and to help put them back on the map. The identity has gone back to being a signature, rather than a logotype.'

A Shellys spokesperson said that, following the Oxford Circus trial, the rebranding is to be rolled out to all 11 stores.