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Refreshing an iconic British brand as it celebrates 140 years

Cover Image for Lincrusta

Manufactured since 1877, Lincrusta is admired across the world as one of the most unique wallcoverings. The product is manufactured in Britain using hand foiled drums to produce deep emboss patterns with exquisite details and can be found in iconic buildings such as The White House.

To celebrate the 140th anniversary, Lincrusta launched three new patterns inspired by organic botanical trends and art deco themes. Using the existing brand identity, we designed a range of print and digital materials with image retouching to assist with the launch.


To promote the new patterns at Decorex and Clerkenwell Design Week, we developed a staple sales brochure with an image-led design to showcase the exciting new range.

This was complemented with diaries, invitations, and custom bags to celebrate the opening of a new showroom at Design Centre Chelsea Harbour.


Our website concept for Lincrusta is inspired by magazine and editorial styling, celebrating the unique patterns with large imagery of raw and painted product. Lines form a background pattern to replicate the process of application, acting as a grid for aligning content such as blog posts.

Lincrusta iPad

Project Info

EXP Team

Darren Dedrie
Tom Grattan
Daniel Wallace


Brand Identity
Brand Strategy
Brand Assets
User Experience Design
Website Design

More work

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Tom Grattan

+44 (0)1524 388104