Packington Estate

Brand Identity


Project overview Close

Packington Estate is located between Birmingham and Coventry. With a number of new commercial projects in the pipeline we were asked to review their brand identity and digital presence.

We spoke to key stakeholders managing the estate’s businesses and spent time with the local community to best understand the perception of the estate within the area. Following this we set out to create a new identity that celebrated Packington’s heritage and assets but also established it as a forward looking business that develops and builds on new and existing commercial ventures. The new identity needed to unite the estate’s businesses through a consistent and harmonious visual language and also bring a sense of pride and inclusiveness to all employees and the local community.

We felt the fallow deer, which had roamed the estate for over 400 years, was a fitting icon for the estate. Working with the illustrator Gordon Hurden we created the fallow deer mark and also redrew the family crest for both print and digital applications. The finished identity was then rolled out across stationery, brochures, packaging, signage and website.

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