JELC appointed to roll out comprehensive style guide for new lifestyle brand.

Lifestyle brand Lindy Smith goes global

International author and renowned sugar craft artist, Lindy Smith is the focus of a global licensing campaign for a new lifestyle brand.

And JELC has been appointed to build awareness and roll out a licensing strategy for the Lindy smith brand, using Smith’s distinctive patterns and palettes as the basis of a comprehensive style guide.

Working alongside Minnow Creative, Smith has already put together a collection of colours, icons, prints and finishes to generate a range of fresh products.

The brand is already reporting strong licensee interest and to meet the growing demand for more information, Lindy Smith will be attending Brand Licensing Europe in October to meet potential licensees and demonstrate her design skills.

Lindy smith said: "When my love of sugar craft and cake decorating became a successful business I dreamed that the cake and cookie designs I so enjoyed creating could in their turn inspire the designs of kitchen tools and textiles and many other items associated with cakes.

"Now thanks to Minnow Creative and JELC, that dream is becoming a reality."

Jane Evans, joint managing director, JELC, added: "The vision for Lindy Smith is to create a leading British lifestyle brand with products in key categories worldwide – and, thanks to her highly distinctive style and the enormous global awareness of her name and work this campaign is off to a great start.

"We are thrilled to be working with a true British design classic on a campaign that is already proving highly attractive to prospective licensees."

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