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Not On The High Street rebrands to target a more youthful audience

As competition in the marketplace space heats up, Not On The Highstreet has launched a rebrand, along with a new logo, in attempt to reset its position as more than just a niche player and to reach a younger audience.

The new positioning and ‘Celebrate Life’ campaign reflects the brand moving from traditional gifting occasions to being the destination for all of life’s gifting moments, says the company. 

The seller’s new visual identity went live on the 1 September, signalling a change for the brand and a focus on a younger audience. The brand campaign, from New Commercial Arts, launching on YouTube and all social channels on today (Wednesday 21 September), brings this colourful new world to life. The films, directed by Jocelyn Anquetil at Pulse, feature the many humorous and relatable moments that provide the perfect reason to gift from Not On The High Street, from getting ghosted to getting a bad haircut to getting some love on your birthday. 

The rebrand aims to draw on how the site has more than 20,000 products available for next day delivery and has seen around 40,000 new products launching since April 2022 alone, Not On The High Street, it says in a statement, “boasts fresh and unconventional gifting ideas to bring joy to all occasions – the good, the bad and the ugly”. 

Lorna Brown, Brand and Creative Director at Not On The High Street says: “Not On The High Street is an iconic British gifting brand and the ultimate destination for today’s gift givers, however big or small the occasion. We’ve given the brand a fresh new look and our new campaign represents a key milestone as we broaden our appeal to a new generation of gift givers.” 

Nici Hofer, Founder and Artistic Director at New Commercial Arts adds: “Re-launching Not On The High Street has been a huge amount of fun. Our ‘Celebrate Life’ campaign is a playful homage to all those moments a little gift goes a remarkably long way.”

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