Proud to Present: a beautifully warm brand identity for The English Beagle
Audrey approached us at the very beginning of her entrepreneurial journey. Aspiring to bring British brands to the forefront of the marketplace, The English Beagle is a lifestyle brand that champions independent British producers – an online marketplace where handpicked brands come together to create a thriving community of British entrepreneurs. With a range spanning children’s products, homeware, pets and beauty, there’s something for everyone.
The English Beagle celebrates the story behind a gift. This is a brand for people who cherish those around them and love to give gorgeous gifts packed with meaning. This brand needed to be emotive, exciting, warm and ever so slightly aspirational. It needs to convey warmth and sentimentality, and it needs to connect customers and brands to leave a lasting memory. Above all, it needed to be something that customers want to remain a part of – something that they keep coming back to again and again – their invaluable directory for gift-giving.
The season personality
The seasons that best represent The English Beagle are Autumn, with a dash of Summer. Autumn describes The English Beagle the best; autumn characters are permanently fascinated by anything that has a story behind it. Hugely sentimental characters, they are warm, loving and fiercely loyal. They’re hugely independent and love anything quirky or unusual!
While autumn brings a sense of warmth, strength and nostalgia, there’s a softer side to The English Beagle that’s reflected in the summer personality. Summer personalities often have a luxurious and slightly aspirational edge to them. Like their autumn counterparts, they adore vintage and are hugely driven by style.
This is a brand that feels warm, nostalgic and very welcoming. With a palette of beautifully warm yet faded colours and plenty of substantial shapes, there's a quiet strength to this brand that we adore. Typography is characterful and grounded. From typewriter-style serifs to rambling hand rendered scripts and vintage san serifs, the mood is confident.
Audrey's gorgeous beagle, Suzie, inspired the brand heavily and it was only right that we included a couple of illustrations of Suzie, including her pigeon-toed stance and kink in her tail. This adds true character to a brand that's all about the personal.
We love the rubber stamp-inspired secondary logo which will work so, so beautifully for packaging - as will the beautiful patterns which we've created for printed tissue paper, making sure that every order leaves a lasting impression.
Although our brand boards might suggest a formulaic approach to branding, the reality is far from it. Everything we create for each brand has been carefully considered for that business - do they sell online? How do they communicate with their customers? Do they use packaging? By considering all of this, we're able to deliver brand elements that are truly personalised to the brand that they're for - such as the icons we created for the online shop for The English Beagle.
I'm so, so pleased with how this brand has come together, and I know Audrey is too. She bought her mum in for the Brand Reveal (all the way from South Africa! That's dedication), and there were tears of joy all around when I presented her new brand. Can't wait to see where your business takes you, Audrey. Thank you for being such a joy to work with!