This was a brand that was trying to be a social climber. The brand name itself, with obvious regal connections, was reflected in the equally Regal brand identity.

 

As all effective branding and marketing should be drawn from truths, I felt that Highgrove needed to distance itself from that kind of thing. The beds, though, unlike a lot of bed brands these days was actually manufactured in the UK to a very high standard of quality. This was what needed to be portrayed in a new brand identity.

 

Again, always looking for a nice idea on which to base a design, I spotted that the ‘H’ duplicated and in isometric perspective, created the shape of a bed. 

That was it, and off we go!