British designed and manufactured, Cambridge Satchel has launched its refreshed branding, paired with the unveiling of a new store in the heart of London’s Covent Garden. The latest chapter in the brand’s history sees Cambridge Satchel adopt an updated, stronger and more modern appearance. This includes a new colour palette based around an unusual hot orange, as well as a brand new logo and monogram that incorporate both the daring spirit and the premium nature of the brand while expressing the ‘made in England’ aspect that has underpinned it for so long.

The brand’s new tagline, ‘The Cutting Edge of British Tradition’, encapsulates its mission to honour craftsmanship and age-old tradition while keeping the brand anchored in the present, revitalising timeless designs with the eccentric, bold and daring spirit that runs through British culture.

Situated within Covent Garden’s The Market Building, the new retail space represents Cambridge Satchel’s contemporary rebrand and graphic identity with custom joinery, a bold colour scheme and the refreshed logo prominently displayed throughout the store. The store also acts as an unparalleled London showroom for all new products and upcoming collaborations, surrounded by modern light boxes that feature campaign imagery and contrast with the historic legacy of Covent Garden.