Coats PLC

Branding a new fast and accurate thread colouring service.

Coats was founded in 1755 in Scotland. Since then, they have been supplying yarn, sewing supplies and needlework products to a wide range of markets around the world.

Coats’ products are part of the fabric of everyday life.

Straightedge partnered with Coats to help create the identity for its new sample service, ‘Colour Express’. We started the process by helping Coats’ communication team define the service proposition to their customers. It was articulated as Fast, Accurate, Colour which set the tone for the service brand and its promise.

We wanted to ensure the visual identity would help support this promise. The defining signature for the service is Prism, a multi coloured dynamic visual property that captures the spirit of Coats Colour Express.