Wray’s Lounge

Our challenge was to help elevate Wray & Nephew to a more aspirational audience, whilst recognising the existing audience, and staying true to the cultural heritage of the brand.

The mission? Translate a new brand platform - Reach for the Wray into an experiential campaign that delivers on a more aspirational and premium positioning, through an enriched cultural lens.

Wray’s Lounge

'Wray’s Lounge' is a social destination where friends - old and new - come together to share a good vibe and build connections. It’s a space where people can toast to all of life’s little victories all while enjoying a cup of Wray. As a format, Wray’s Lounge flexes from a more chilled community space with elevated and curated programming to a slice of authentic Jamaican culture popping up at wider cultural music moments.

In summer 2024, we launched 'Wray’s Lounge' at DLT’s Debut R&B music festival, 'The Recipe', as well as South Facing Festival. Here, guests took a moment away from the action to chill out on comfy sofas, catch up with friends with a cup of Wray before hitting the dancefloor. Our lineup of DJs created an unmissable set of tunes from old-school R&B to classical dancehall; they kept spirits and energy high throughout the day. Guests could also get tooth gems, help themself to a platter of tropical fruit & kick back with a game of dominoes.

We created an opportunity to experience authentic Jamaican culture within the context of the evolving contemporary entertainment moments in and around the Black British cultural scene, all while staying true to the brand's heritage and boldly signalling a clear brand evolution.