Swannack

To love, to cherish, to play. A luxury cricket brand that is centuries in the making.

With five generations of family know-how and manufacturing experience, Swannack create handcrafted cricket bats, made from the finest materials in Britain. We were commissioned to create a new luxury brand for the family that would enable it to be perceived as a classic British sports brand, recognised as the highest quality manufacturer of cricket bats on a global stage.

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DISCIPLINES

Art Direction Brand Film Brand Identity Brand Positioning Copywriting Packaging Photography Website Design & Build

We began by defining a proposition around all that was truly unique about the brand – a family run business that have been hand making cricket bats for hundreds of years, using only the finest British materials. Our solution was quite simple yet totally relevant for a sport where 100 runs is a landmark score: Centuries in The Making.

To gain inspiration for the logo, we looked back through the archives at all of the bats that the family had made. We noticed that many of the original designs included the hallmark of an English rose. We felt that this would be a wholly appropriate symbol for the new brand, so began to sketch out concepts.

In what would be the last project we worked on together, we commissioned the legendary artist John Geary to craft a series of three beautiful roses for the final logomark. We coupled this with a bespoke type treatment that included a large swoosh for the initial letter S – which would provide the perfect graphic for the bat designs that would follow straight after.

Across three days, we worked with British photographer Richard Moran to capture a series of unique images – both at the factory as the bats were being crafted out of the recently cut wood, and then at an actual game.

With all main brand assets in place and detailed in a style guide, we designed and built the main brand and e-commerce website. This was swiftly followed by brand stationery, press advertising, social media content and brochure.

Ahead of the launch in January 2017, we also had the pleasure of creating a unique brand film by interviewing the former England cricket captain Graham Gooch at The Kia Oval in London.

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