Bluewater 23red


Field Grey worked alongside existing brand guardians 23red to reposition the Bluewater brand. Field Grey took responsibility for rolling out a number of uniform solutions for the retail giant, including ranges for the concierge and security staff.Approach / Uniform is an integral part of retail communication and plays a key role in reinforcing Bluewater’s visual identity. Field Grey developed a more distinctive range for the highly-visible teams to reflect the modern, vibrant retail environment.

Results / This uniform boasts a generous range of items, including dresses, skirts and blouses, designed to accommodate a range of shapes and sizes. Pink was selected as the predominate accent colour for accessories and was coupled with bespoke sky blue knitwear – a smart, warm alternative to traditional tailoring.

Knitwear was produced in two weights of wool to provide different levels of protection in different seasons. A V-neck jumper for male concierge was complemented by cardigans for the female staff. Inspired by Tatty Devine and fashion’s love of Perspex accessories, pink leather belts were dyed to match unique Perspex horse brooches. Security staff were issued with a matching magenta tie.

Bluewater / With over 300 stores and 60 restaurants, plus entertainment, cinemas and leisure activities, Bluewater is Europe’s largest retail and shopping destination.