LOCAL BRANDS RE-IMAGINED

October 2025 | Personal Project

Disclaimer: This project is a conceptual exercise intended for educational and portfolio purposes. It is not a critique of the brands’ existing identities but an exploration of alternative creative possibilities.

Aim

This project explores the reimagining of three existing local brands through a creative lens, focusing on developing identities that highlight the brand’s services, personality and unique selling position. The goal was to strengthen my branding skills, work within a tight deadline and highlight local businesses through this project.

Solution

Each re-imagined brand presents a visual identity that maintains the brand’s core essence, while exploring new stylistic and conceptual directions, based on key aspects of their current brand personality and experience. Through experimentation with typography, colour, and illustration, I developed outcomes that reflect current design trends and audience expectations.

  • Reimagined brand identities and relevant applications for: Adnams Homes, Bella Vision Hair Studio and The Secret Garden Cafe.

  • Illustrator, Photoshop, Indesign

  • Brand identity development, Brand and market research, illustration, brand application and packaging design

    All illustrations and design work by Charlotte Squire.

    Mockups provided by Envato Elements.

ADNAMS DESIGN + BUILD

Home Renovations & Design Company

Aim

Adnam’s Homes is a family-owned business dedicated to bringing renovations, home extensions, and builds to life for their customers. My goal was to create an alternative identity that emphasises the company’s long-term reliability and heritage, while positioning the brand confidently within the modern construction industry.

Solution

The new identity draws inspiration from architectural forms and construction tools, combining familiarity with a contemporary design approach. The logo incorporates geometric shapes reminiscent of house structures, while the colour palette references high-visibility construction tones such as orange, maintaining alignment with industry standards and Adnam’s Homes’ original brand colours.

A brand pattern derived from the logo evokes the texture of tyre tracks, commonly found on job sites, reinforcing the brand’s hands-on and dependable nature. The reimagined website highlights testimonials and the family-led story behind the business, strengthening the tone of trust and reliability. Additional branded applications, such as vehicle signage that extends the identity across key touch points to improve brand recognition and cohesion. I also reimagined the brand name to create a smoother, more memorable flow that better reflects the company’s services and approachable personality.

THE CURRENT LOGO

Adnams Homes, design and construction services including extensions, renovations, new homes, and home maintenance, with licensing information.
Logo for ADAMS Design + Build, established in 1970, with a stylised letter A

THE RE-IMAGINED LOGO

Logo for ADNAMS Design + Build, established in 1970, featuring a red stylised A and curved text.
Logo with a stylized letter 'A' and the text 'ADNAMS' underneath.
Pattern of geometric shapes in navy blue and white
A repeating pattern of orange, slanted, geometric shapes on a white background.
blue colour
Solid orange background with no objects or features
Blank light gray background with no objects or details
A blank, beige-colored square with no objects or details.
Branded open orange safety vest
Business card with one navy blue side with white and orange text reading 'ADNAMS DESIGN + BUILD EST. 1970', and the other white with orange geometric patterns and contact information for John Adnam, on an orange background.
Orange off-road pickup truck with black and orange geometric pattern on the side and a logo that reads 'ADAM'S DESIGN + BUILD' and 'EST. 1970'.
Multiple screen mockups displaying Adnam's home renovation and construction website design
White construction safety helmet with 'ADNAMS DESIGN + BUILD' logo and 'EST. 1970' text, resting on gravel next to a concrete wall.
A printed proposal document titled 'Home Extension Proposal Document' prepared for Adnams Design + Build, featuring sections on scope of work, project overview, schedule, and specifications, with the company's logo at the top.

BELLA VISION HAIR STUDIO

Hairdresser Studio

Aim

Bellavision Hair Studio is a local salon with a young, passionate team of stylists dedicated to their craft. I selected their branding to reimagine, as I wanted to highlight their creative energy and modern edge, while preserving their established identity.
The goal of this rebrand was to modernise Bellavision’s visual presence to better connect with their younger audience, emphasising the studio’s edgy yet feminine personality, while also creating consistency across assets. The project also sought to differentiate Bellavision from competitors and explore new branded touch points that communicate their confident and inclusive tone of voice.

Solution

The reimagined identity balances sharp, high-contrast elements inspired by scissors with soft, feminine touches such as a predominately pink palette and expressive script typography. This contrast creates a distinctive brand presence that feels both bold and approachable.
The re-imagined identity further extends Bellavision’s tone of voice through new branded applications, including social media assets and in-store mirror stickers to reinforce the studio’s personality and core values through everyday customer interactions.

Logo of Bella Vision Hair Studio with pink stylized letters 'BV' inside a thin pink circle, and the studio name written in pink text below.
Logo for Bella Vision Hair Studio with pink background and white text

THE RE-IMAGINED LOGO

THE CURRENT LOGO

CURRENT SIGNAGE

CURRENT SIGNAGE

RE-IMAGINED SIGNAGE

RE-IMAGINED SIGNAGE

Three black geometric starburst shapes on a white background
Dark background with faint light at the bottom, possibly a silhouette or abstract scene.
A plain maroon background with no distinct objects or features.
Blank light pink background
Solid pink background.
two fonts, one cursive and one bold sans-serif, showing uppercase and lowercase letters 'Aa'
Logo for Bella Vision Hair Studio in pink text on a black background.
Stylised logo of a B and V
Two sides of a business card for Bella Vision Hair Studio, one burgundy with white text, and the other white with black and pink text, on a black background.
A woman with long dark brown hair is getting her hair done in a salon, looking into a mirror with a smiling young girl with wet hair sitting in front of her. The mirror has text that reads: "Bad hair day? NOT IN THIS MIRROR BABE!"
Two bottles of Bella Vision hair conditioner, one black labeled nourishing with grapefruit and mint, and one pink labeled volumising with coconut and rosewater, standing against a light pink background.
Black apron with dark mauve straps and a mauve logo embroidered on the upper chest area.
A collage of socil media posts for a hair salon.
Laptop displaying Bella Vision Hair Studio homepageand additonal screens

THE SECRET GARDEN FERNY HILLS

Family friendly Cafe

Aim

The Secret Garden Café is a relaxed, outdoor, family-friendly space with designated play areas and activities for children. My goal in reimagining the brand identity was to emphasise the “secret garden” concept and create a look that feels approachable and friendly for young families, while still maintaining an elegant and cohesive aesthetic.

Solution

Floral elements and key-inspired motifs tie the identity back to its source concept, while soft, natural colours create a calm and grounded atmosphere. The café already features sloth-themed decorations and activities for children, so this motif was integrated into the kids’ touchpoints to maintain their existing charm and differentiate between the adult and child-focused brand applications. This balance of sophistication and playfulness reinforces The Secret Garden Café’s unique, family-oriented personality.

Logo with green leaves illustration and text 'The Secret Garden in Ferny Hills' in elegant font.

THE CURRENT LOGO

Logo for The Secret Garden Ferny Hills, with the text "The Secret Garden" and a keyhole icon below it, followed by "Ferny Hills".

THE REIMAGINED LOGO

A repeating pattern of various small, colourful flowers and leaves on a dark background.
Cute cartoon sloth
The sub-logo of a brand called "The Secret Garden" with a keyhole symbol in the centre on a light background.
A dark background
A plain, light beige background with no distinct objects or features.
Colour palette
Solid peach-colored background with no objects or details.
a solid teal-colored background with no additional objects or details
The image shows a plain peach-colored background with no objects or details.
Multiple cups with floral patterns and the phrase "The Secret Garden" with a keyhole logo.
Two roun coasters with the text "THE SECRET GARDEN" and a keyhole symbol on one and a key symbol on the other, on a green background.
Two menu boards on wooden stands, one with a dark floral design with the text 'The Secret Garden Menu,' and the other with a white background listing drinks and prices.
A card from The Secret Garden, Ferny Hills, showing a promotion where your eighth coffee is free, with eight stylized coffee cup icons, three filled and five unfilled.
A green A-frame sidewalk sign with white text promoting 'The Secret Garden' at Ferny Hills, indicating to turn left for coffee.
Two illustrated flyers titled 'Find the Hidden Sloth!' feature a garden scene with flowers and a hidden sloth image at the bottom, on a orange background.

  • "The re-imagined version reflects the studio's personality well, I would book in at this version of the studio for sure"

    -Jazmin Frazer, Bella Vision Hair Studio customer

  • "I love the re-imagined look, the logo and colours really caught my eye - very professional."

    - Tony Squire, construction company customer

  • "I would be interested in going to this cafe, it looks super friendly!"

    -Jess, cafe goer and mother

Check out my other projects here:

Open shipping box containing wrapping paper decorated with woodland animals and nature motifs, including owls, bears, trees, mushrooms, rainbows, and clouds.
A smartphone display showcasing the scrapbook app with various challenges like drawing, reading, walking, and photography, each with countdown timers and options to upload daily challenges, with cartoon characters and colourful interface.
A booklet titled 'A Guide to Your Future' with a colourful, line through with large black text saying 'QCAD' on the cover, placed on a gray surface.
A hand holding a smartphone displaying CampusConnect app login screen.
A woman painting a colorful mural on a wall, wearing an orange safety vest and sitting on the floor.
Tarot card titled "Three of Swords" showing three swords piercing a red heart with a dark background