Deakin & Francis – The Collection



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Founded in 1786, Deakin & Francis quickly became a byword for quality handcrafted cufflinks. D&F cufflinks have featured everywhere, from being donned, by the rich and famous, to Harrods own branded cufflinks and more recently, being commissioned to feature in the film ‘Kingsman’. Our task was to evaluate its heritage, potential and appeal, and to define a brand and communications strategy to deliver the success and awareness this brand’s heritage and potential deserved.

Working with the management team, our first task, after the brand identity, was to define a core range of cufflinks and promote in a high end publication, so we could reposition D&F for a more discerning and appreciative audience, many of whom were unaware of the brand’s heritage, quality and reputation.

After much analysis, we defined the framework for the strategic pieces to go forward. Layered into this framework, we created a look and feel for each of the product areas, that represented the metal/alloy finish along with minimal language and information. Supported by considered lifestyle and manufacturing photography – the quality standard required of the finest cufflink manufacturer in the world.

Finally as we began to design the piece, we were able to bring these elements together to create a powerful, dynamic look with great attention to detail, where it mattered.

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Deakin & Francis

Levells have produced the design of the first in a range of bespoke luxury boxes, to show off Deakin and Francis’s product and heighten the purchasers buying journey and experience.

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The Handbook

Classed as Europe’s most comprehensive range of jewellery settings, shanks and components. This ‘bible’ for the jewellery industry is produced by Domino Jewellery and released every 4-5 years. Levells have been creating this book, showcasing the vast range of over 5500 items, for over 20 years. Each book takes nearly two years, art directing the content and creating this multi language, 200 page tome. This is the 4th volume.

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