Tower of London Jewel House Shop Brand Identity

Client

Historic Royal Palaces

Role

Brand identity design, print design, packaging design

Location

Tower Hill, London, UK

Project

The Jewel House shop at the Tower of London sits beside one of the UK’s most iconic heritage experiences.

Historic Royal Palaces wanted a distinctive retail brand identity design that reflected the prestige and symbolism of the Crown Jewels, alongside a cohesive packaging design system that could elevate purchases into meaningful keepsakes.

Jewel House jewellery packaging - square box

Tower of London Jewel House Collection jewellery packaging

Solution

ABG Design created a refined brand identity for the Jewel House shop, balancing royal heritage with a contemporary, accessible tone. The identity was then extended into a flexible family of packaging and presentation designs, including boxes and printed elements for a wide range of products.

Designed as an extension of the visitor experience, the packaging reinforces the quality and significance of the collection, transforming each purchase into a considered memento. Together, the brand and packaging create a cohesive retail experience that complements the Jewel House and enhances Historic Royal Palaces’ offer through thoughtful design.