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Brand Refresh

In 2019, I was commissioned with the task of executing a brand refresh for Bel & The Dragon, a portfolio comprising six Country Inns owned by Fuller, Smith & Turner. The core objective of the brief was to streamline the brand identity and foster consistency across all properties and associated marketing materials.

Central to the revitalisation effort was the celebration of each location’s unique character, with every site envisioned as a welcoming “home” embodying individuality and charm. Emphasis was placed on ensuring that each “house” served as a distinct destination in its own right, unified by a common thread of uniqueness yet reflecting the diverse landscapes and seasonal nuances of their English Estate.


  • Brand Refresh
  • Promotional Materials
  • Menus
  • Stationery
  • Brochures
  • Product Labels
  • Socials

What is a Brand Refresh?

A brand refresh is a strategic marketing and branding effort undertaken by a company to update or rejuvenate its brand identity. It involves making changes to various elements of a brand, often with the goal of modernising and revitalising the brand’s image. Therefore improving its relevance to the target audience and staying competitive in the marketplace. 

A brand refresh can encompass several different elements, including:

  1. Logo and Visual Identity: This may involve updating or redesigning the company’s logo and choosing new color schemes, fonts and visual elements. This may be used to create a more contemporary or appealing look.

  2. Messaging and Taglines: The company might reevaluate and adjust its brand messaging and slogans or taglines to better reflect its values and mission or new objectives.

  3. Website and Online Presence: A brand refresh often includes updating the company’s website and social media profiles plus other digital assets. As a result this will align it with the new brand identity and provide a more user-friendly experience.

  4. Product Packaging: Changes to product packaging and labels can also be part of a brand refresh. This is because this can help products stand out on store shelves or in online marketplaces.

  5. Advertising and Marketing Materials: Rebranding typically involves updating advertising materials, brochures, flyers and other promotional content.

  6. Brand Guidelines: Establishing clear and updated brand guidelines to ensure consistent application of the refreshed brand across all touchpoints.

  7. Corporate Culture: Sometimes, a brand refresh includes changes to the company’s internal culture and values. This is to better align it with the new brand identity.

A brand refresh is distinct from a complete rebrand, in which a company might change its name, core values and therefore it’s overall positioning in the market. In a brand refresh for instance, the core essence and recognition of the brand usually remain intact. But various elements are refined or modernised to keep the brand current and appealing to its target audience. Therefore, this process can be essential for maintaining brand relevance, attracting new customers, and retaining the loyalty of existing ones.

About me

With over three decades of experience, graphic design and print design have been both my profession and passion. My journey began as a studio junior and illustrator at a local print company, where I honed my skills. Progressing from there, I established and managed my own graphic design agency before transitioning to freelance work.
Throughout my career, I have immersed myself in various facets of traditional graphic design, including logo design, illustration, brand development, print design, prepress processes, print finishing, and production utilising both litho and digital methods. Over the past two decades, I have seamlessly integrated digital media into my repertoire, encompassing web design, and hosting. Proficient in CSS and HTML, I have contributed to numerous web projects, ensuring their seamless execution.

Digital design

In the realm of digital design, I excel in managing and hosting websites, as well as crafting and disseminating email campaigns through platforms such as MailChimp, Campaign Monitor, and Upland Adestra. Notable projects include,,,,, and many others. Additionally, I offer services such as WordPress development, Woocommerce integration, cloud-based hosting, and email provision, alongside expertise in email marketing, web banners, rebranding, and GUI design.

Traditional design

In the sphere of traditional design, my offerings are diverse, ranging from catalogue production to event collateral, business stationery, brochures, annual reports, invitations, leaflets, directories, and beyond.
Operating remotely or onsite if  required, I collaborate with clients across the UK while being based in Carterton, West Oxfordshire. Locally, I provide services encompassing graphic design, website design, logo design, and print design.