The perfect travelling companion.

Although Timothy had existed for over a decade, the brand and products were being relaunched, and it was clear that the current brand seemed misaligned with the 'premium' target market and lacked a sense of British identity. Through extensive research of the market and deep dive into the history of Timothy its founder, we uncovered a compelling narrative. For the digital space, we explored different avenues for delivering a flexible e-commerce website framework that could scale with the brand and product portfolio. We worked with Timothy’s internal IT team to settle on Shopify as the solution that could power both the online store and the internal POS for the new Jermyn Street store.

At the heart of the rebrand, we established three key pillars: British heritage, engineering excellence, and premium, harmonious travelling experiences—all underpinned by exceptional customer service online and in-store. Visually, we reinforced Timothy’s British roots by positioning the ‘London’ tag beneath an emboldened ‘o’, a design choice that not only anchors the brand in its heritage but also holds cultural significance in Asia, which was identified my Timothy's founder as a key target market of opportunity for the brand. Whether used as a complete wordmark or as a standalone emblem, the new brand encapsulates Timothy’s essence, creating a hallmark symbol that unites its entire product range. Following the success of the London store, Timothy expanded into Asia with stores in Kuala Lumpur and Singapore in 2025.