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Brand Refresh

In 2019 I was comissioned to complete a brand refresh for Bel & The Dragon, a collection of 6 Country Inns owned by Fuller, Smith & Turner. The main essence of the brief was to declutter the brand and create synergy across all of the properties and marketing collateral. 

Celebrating each location individuality with all the sites being a ‘house’ with a sense of home. Individually different and interesting. Each ‘house’ should be a destination in its own right. The same, but different. From the land and seasonality for a journey across 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

Graphic design and design for print, has been my business and passion for over 30 years. I started my career in graphic design as a studio junior and illustrator working for a local print company. I then moved on to running my own graphic design agency and I’m now freelance.

During this time I have been involved in most areas of traditional graphic design; logo design, illustration, brand development, design for print, prepress processes, print finishing and print production including both litho and digital. I have also worked with digital media over the past 20 years, including web site design, production and hosting, with working knowledge of both CSS and HTML.

Digital design

I manage and host websites as well as producing and broadcasting email campaigns with both MailChimp, Campaign Monitor and Upland Adestra. Websites include,,,,

Also and

My digital services include WordPress development and Woocommerce integration, Cloud based web site hosting and imap/pop3 email provision. Email earketing, web site banners, web site rebranding, GUI design.

Traditional design

I offer a wide vareity of traditional graphic design services; catalogue production, event collateral, stationery (letterheads, compliment slips, business cards), postcards. Also brochures, annual Reports, invitations, folders, leaflets, directories and much more.

I work remotely with clients throughout the UK and I’m based in Carterton, West Oxfordshire. My local services include graphic design in Carterton, website design in Carterton, logo design in Carterton and design for print in Carterton.