J. HILL’S STANDARD
Introducing a contemporary creative attitude to generations of cut-crystal craftsmen.
Glassmaker John Hill was an outsider and a genius. In just three years he set an incredible new standard of quality within the glass industry. His creative brilliance in the development of the ‘standard’ formula for compounding glass, and his natural design sensibilities set the course for the superior product of Waterford crystal.
In developing the J Hill’s Standard brand, we wanted to tell Hill’s story and celebrate his contribution. Yet although it was important to acknowledge a powerful heritage, we had to create a modern brand that would stand apart from the staid and predictable cut-glass products present in the market. In doing so, we also hoped to reignite the Irish Crystal Glass Industry.
We went against conventions of the category from naming onwards. In its name, we referenced John’s devotion to quality and ‘against the grain’ attitude, and ‘standard’ has an industrial tension against the exuberant end product of cut glass crystal. It is also a guideline or a benchmark.
John’s standards and devotion, philosophy and approach to quality had to be the template for this ‘outsider’ brand. It needed to challenge people’s preconceptions about cut glass crystal and introduce thoughtful and beautifully designed products to a new generation of consumers.