Pimpernel is a premium British brand for placemats, coasters, trays and accessories acquired by The Portmeirion tableware group in 2006. Pimpernel intend to develop the brand to become far more of a household brand name.

Elephants was asked to unearth insight that could fuel a new brand strategy to grow Pimpernel into its own brand with its own brand architecture.


We carried out in-store observations, in-home visits and co-exploration groups across the UK and US to gain a deep understanding of the coasters and placemats category – gaining insight into consumers’ habits, drivers and barriers to purchase in both the UK and US.

Our research enabled us to present Pimpernel with a new brand strategy for the UK and US market.


Our proposed brand strategy was well received and The Portmeirion Group have asked us to undertake a new project. We advised them which identity, which design and which packaging they should launch in line with their re-brand.

At Elephants we go above and beyond the brief. We presented the additional learnings we discovered along the way to help with Phase 2 of their launch.

Client Testimonial

“One of the best debriefs we’ve had! You’ve provided everything we needed and more so thank you.”

Andrea, Head of Brands at The Portmeirion Group.