Waterford faced the same challenge as many heritage brands; how to retain the essence of Waterford's rich history, craftsmanship and Irish heritage but ensure that these feel relevant and desirable for a younger audience?

Based on the brand idea 'crafted since 1783 for this very moment', WMH&I dramatises Waterford's enduring ability to transform everyday moments into something truly special. Inspired by Waterford's unique crystal cut and Irish heritage, the identity reinvents the brand in a truly unique way.

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