Jewel House Collection

Brand identity & packaging  /  Historic Royal Palaces  /  Design by Aukett Brockliss Guy


 Creating a premium retail brand fit for a king
The Tower of London Jewel House Collection is the premium retail 

brand for Historic Royal Palaces, which has been completely re-positioned 

with an unique identity and complementary range of luxurious packaging 

and gift wrapping products.

The iconic crown symbol draws inspiration from St Edwards Crown, 

and forms a powerful centre piece to the Jewel House Collection identity.

All luxury gift boxes, wrapping and gift bags have been carefully 
and detailed to deliver the highest levels of quality and 
customer satisfaction.

A bold repeat pattern, inspired by the Crown Jewels, is combined with an 

unexpected fluorescent pink colour to give a wholly contemporary twist 

on a traditional theme.

© Historic Royal Palaces & Aukett Brockliss Guy
   /  Crown icon & pattern by Mike Watts