However, a retail slump and consumer downturn galvanised the decision to carry out a brand review including: brand proposition, brand image, environment, signage, web & comms and customer experience. The brand audit coincided with a takeover by on-line retailer - Love Honey. The new owners embraced the brand review proposal and subsequently requested a redesign of the existing brand marque. They wanted to elevate the existing identity to a premium status, whilst maintaining the integrity of the original marque.  The remit was to re-define the look and feel of the Coco De Mer brand - develop marketing and advertising campaigns, website, POS, signage & fascia and the new Coco De Mer story and brand guidelines. The unique quirky, British eccentricity was integral to the brand and needed to remain intact however.