Angela Reed
Rebrand
The Reed family has been an integral part of Saffron Walden’s high street since 1880, when Thomas Reed initially established a coal merchants before expanding with an antique furniture store which is still selling products to this day.
While honouring its rich heritage, the rebrand introduces a contemporary flair, ensuring adaptability for future growth and diversification. This timeless brand evolution sets the stage for new ventures, including the exciting launch of a café and an ice-cream business.
Logos for Reed Café, Reed and Sons, and Reed Patisserie in various colors.
Exterior of a brick storefront with purple trim and a floral archway at the entrance.
Wooden lamp with a tag attached, sitting on a green table.
Price sign for a Newland desk, showing a discounted price of £379 from £460, displayed in a store window next to a ceramic mug and decorative items.
Decorative wicker pendant lamps in front of a vintage map of Saffron Walden on a wall.
Wicker light fixture hanging from the ceiling next to a wall with the text 'Worldly Treasures' and an illustrated hand pointing downwards.
Woman reading a lifestyle magazine titled 'Edition 1880' with a cover featuring an interior design photo.
A young child with long hair sits on a bench wearing a raincoat and green rain boots, featured on an Angela Reed catalog cover. The design includes text about Angela Reed's locations in Saffron Walden and Cambridge, along with a website URL angela reed.co.uk.
Outdoor wicker egg chair with cushions on grass, lanterns nearby, Angela Reed branding visible.
Advertisement for Reed Café featuring afternoon tea display with a variety of pastries and sandwiches on a multi-tiered stand. Text reads: 'It doesn’t have to be Mothering Sunday to treat her to afternoon tea.' Includes contact number for booking.
Icons
A suit of custom icons that complemented the brand direction; both contemporary but reassuringly British with heritage. The linocut illustrations were designed in partnership with Jane Randfield.
Illustration of wedding rings, invitation in envelope, scissors cutting ribbon, and ruler with angle square.
Illustration of fabric swatches, a British flag tag on clothing, a currency symbol wax seal, and a washing machine with water waves.
Set of four icons: paper airplane, thumbs up with hearts, telephone, shopping cart with click hand.
Icons featuring a wine glass, umbrella with raindrops, hands holding a cube, and a recycling symbol in pink.
Packaging
Two shopping bags with large pink 'R' letters and the name Angela Reed printed on them.
Three cardboard boxes with geometric blue patterns and symbols for fragility, protection, and recycling.
Illustrated paper packaging with a design of a brick building and a round "Since 1880 Contemporary" sticker.
A roll of decorative brown tape with printed designs and text.
Espresso machine brewing coffee into cups with "Reed Patisserie" logo.
More than a shop
The Reed brand extends beyond furniture. In addition to a charming café nestled within the store, they also operate a delightful pop-up patisserie van and an enchanting ice-cream bicycle. Each venture is entrusted with the task of embodying the Reed brand and its core values, while maintaining a fresh and distinctive aesthetic in a quaint yet competitive market town.
A bicycle attached to an ice cream cart with a pink design, labeled "DELICIOUS by REED" on the side, parked against a purple wall on a brick pavement.
Hand holding a cup of pink ice cream with a black spoon, against a pink background.
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