Time for a bigger idea

From artisan to lifestyle

Brave choices, clear future

Repositioning the brand

When founders Hannah and Ollie came to us, The Home County Candle Co. was already growing, but the name that once gave them clarity was starting to hold them back. They had successfully launched reed diffusers and hand lotions, but the word “candle” made the brand feel narrower than the ambition behind it.

They didn’t just need new packaging. They needed a bigger brand story that could support growth, new categories and a more premium position in the market.

More than a visual update

A premium lifestyle brand refresh

We believed this was a pivotal moment: either stick with a name that didn’t fit, or embrace the identity they were growing into. Though hesitant at first, we helped the team see what was possible, using storytelling scenarios to show how the name change would unlock creative freedom, product stretch and retail credibility.

With full buy-in, we renamed them The Home County Co. removing the constraint while keeping all the equity.

This was about more than a new name. It was about helping a founder-led business elevate its presence. We evolved the logo, introduced a richer creative language, refined the tone of voice and redesigned the packaging from the ground up — all with a view to helping the brand feel giftable, personal and aspirational.

Our workshop process with the team helped unlock their ambitions — and gave us the tools to create a brand identity that reflected where they were headed, not just where they’d been.

A brand ready to grow

From artisan roots to a global lifestyle presence

Since launching the new brand, The Home County Co. has opened two UK retail stores, expanded their product ranges and started exporting to the US. They’ve even collaborated with English Heritage to launch a bespoke collection.

It’s a long way from their early days — and we’re proud to have helped them take that leap from founder-led startup to fully-fledged lifestyle brand.

http://homecountyco.com/

What the client said:

“Our new products are better than we could ever have hoped for, and I wanted you to know how much we appreciate everything you’ve done for us. The launch of the rebrand has been fantastic today, and I imagine the impact in person on shop shelves and at Christmas shows will be felt even more so. Thank you for helping us bring to life our point of difference. We’re really excited for where the brand is going.”

Hannah Spinks, Commercial Director, Home County Co.

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Renaming your business is a bold step. So is redefining how your brand shows up in the world. We help small but ambitious teams work through the tricky decisions — and emerge with clarity, confidence and commercial edge.

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