Squires Garden Centre undergoes brand refresh

A store wide brand refresh for Squires Garden Centres is underway. The project consists of a refreshed brand strategy and identity.

It includes a new logo, typeface, colour palette and art direction.
There’s also an improved wayfinding experience and communications across the customer journey in-store.
Squires Garden Centres has always evolved to meet the needs of the UK home and garden market.
Customer insights gleaned by Perq Studio showed that many customers weren’t aware of the heritage of the company. And the rich history that underpinned the existing brand.
During interviews with the family the phrase “modern garden centres with a tradition of excellence” came up.

The Squires heritage

Perq Studio felt this encompassed the brand story. The business is one of family and traditional horticulture. But it’s also a modern retail experience enjoyed by all generations of other families. 
The studio developed a new simplified logo ‘with an ownable Q’. They also developed the new typeface – classic British 1930s font Gill Sans Nova. It’s a nod to the brand’s date of origin, but is also timeless and legible, feeling at once storied yet contemporary.
The primary brand colour was updated from a traditional burgundy to a vibrant berry hue. It’s complemented with a fresh, seasonal colour palette that promises an optimistic experience.
Perq Studio worked with Squires to streamline its mixed approach to signage. They’ve unified the customer wayfinding experience.
A customer journey audit identified key signage touchpoints to deliver on brand impact and ease of navigation.
Laura Giffard, founder at Perq Studio, says: “It’s so rewarding to see our two year collaboration with Squire’s Garden Centres taking shape.  
“As a creative agency, it’s always exciting to help a heritage brand with a contemporary vision position itself for success.”
Martin Breddy, MD of Squires Garden Centres, says: “Perq Studio has taken time to understand our market position and heritage.
“The materials they have produced have given all our locations a shared identity. The opportunity to re-affirm to our customers that their trust in us as a reliable provider of quality products is well placed.”

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