Sweet treats: UnitedUs’ identity heightens the goodness of Brompton House’s baked delights

Brighton-based brand agency UnitedUs was approached by Brompton House, a family-run business known for producing delicious, affordable baked goods, with the mission of transforming their identity and website to effectively convey the delight and value of their products. With a touch of nostalgia and a dash of sweetness, UnitedUs crafted a revitalised, streamlined brand and website that showcased Brompton House as “the home of sweet treats.” This hero statement enabled the business to venture into other product categories while maintaining a cohesive visual and verbal message, one that exudes a warm and playful tone, highlighting excellence, dependability, and family-oriented values. The redesigned logo featured a simplified brand mark optimised for digital platforms, and the signature red colour was leveraged to create a strong brand presence. “Brompton House had spent 20 years building their brand and the red oval was incredibly important to them as a family, therefore, we looked for a competitive advantage,” Partner Luke Taylor tells us. “In their sector, the famous big players are Cadbury and Mr Kipling – both have known brand colours and recognisable brand marks.” UnitedUs therefore wanted to build the logo as a competitor in this space, turning the oval into an ownable brand element. “Its simplicity was an intentional reflection of the values behind Brompton House, with their focus on good, honest products at an affordable price for all – that care in the simplicity is reflected in our brand mark.” When it came to refining the brand’s typography, the team felt that Henrietta – “picked for it’s warm and friendly character,” – and Euclid, “picked as the counterpoint,” provided the perfect means to balance the warm, joyful and high-quality elements of the brand. As Taylor notes, Henrietta embodies the strapline “Moments of joy,” particularly in its “pumped up” version by bringing the fun to the visual identity. Meanwhile Euclid reflects the notion of quality by being “precise, beautifully drawn and packed with features.”