Modernising a family brand
Family-run Squires Garden Centres have been in business since 1936. Their 16 sites provide a relaxing shopping experience as well as inspiration for your garden. Despite steady growth, the brand presentation had become inconsistent and dated, and was holding back new customer acquisition. Initially asked to support them with signage, we encouraged the team to focus on their position at the heart of the community, with expertise and experience that makes Squire’s more than just a place to buy greenery and grow bags. We updated their brand identity inspired by ‘modern garden centres with a tradition of excellence’, adopting a timeless, clean look that recalled its heritage. We gave them a bright colour palette, switched to a font developed in the ‘30s to link back to where it all began, and introduced a warm tone of voice that created the perfect blend of family values and expert advice.