Norton x Principle x Poppins

Saving an iconic brand from being lost to the past


As a British icon with a legacy spanning over 125 years, Norton were ready to reclaim their rightful place at the pinnacle of motorcycle engineering. Having been acquired by TVS Motor Company in 2020, Norton had a serious ambition. To establish the brand in the world of modern luxury; a leader in motoring innovation, cutting-edge technology, electrification, and sustainability.


  • Customer experience strategy
  • Customer journey mapping
  • Interior design
  • Brand guidelines
  • Brand activations and implementation
Left Image
Left Image


Due to under-investing, the reputation of Norton had suffered. A brand that was once famed for its role in real life-saving missions and Hollywood stunts had become stagnant. It was down to us to give the new era of Norton a brand identity that rectified any unfortunate perceptions and attracted affluent owners, collectors and beyond.


Norton would be re-entering the market, and required support on everything from customer comms to the creation of national displays. So that they could operate with the required speed and agility, we created a tiered activation strategy and a modular design approach. Spanning the needs of the business, there were general guidelines and quick-wins for launching in more traditional dealerships. Then there were specifications for more unique concepts, like the House of Norton: a stylised exhibition that elevates their products, ensuring they communicate a high status when showcased among luxury competitors.

Left Image
Left Image


Honouring the brand’s heritage and acknowledging the need for change, we created a sleek brand world, giving a nod to the past while expressing undeniable modernity. So that Norton could quickly re-establish itself and drive sales across the UK dealer network, we used this new brand identity to fully instal a series of brand activations. They showcase new motorcycles, launched a new apparel collection, and capture the spirit of Norton. London’s Savile Row was home to the first execution. With only two weeks to implement the concept, we took care of everything from spatial planning and technical design to construction and budget-management. Through meticulous planning and thoughtful execution, we created an immersive experience that secured Norton’s place in the modern luxury world.

Left Image
Left Image


Norton have re-entered the market in style; showcasing their new motorcycles in luxury settings throughout the UK, launching a premium apparel collection, and driving sales through their now ever-growing consumer fanbase. With plans to take this new brand world global in 2024, there’s much more to come for this legendary brand.

Why don’t you check out...