Our work began by understanding the rich local history surrounding the brand, which had become a staple of the local towns and villages it served. Through our CoCreation methodology we were able to analyse the risk involved in changing identity and name. This led to the recommendation evolution was essential, but should be handled with care and due to the equity already in existence. Crucially we recommended against a company rename.

We built upon Briscombe, Nutter and Staff's values to create a brand that would appeal to existing customers and new. These values were represented in the carefully re-crafted new visual identity and tone of voice, which were rolled out to shop refits, web, tablet and mobile sites, signage, sale boards, literature, vehicles and stationery.