Evolving the brand
Nature became the anchor for the visual identity, inspired by the open fields and woodland by the site and the wildlife that calls it home. During our visit, red kites were a regular sight overhead, and that sense of movement and presence found its way into the logo. We evolved their old logo from a detailed tree into a simpler leaf form that feels calmer, clearer and easier to use, with a red kite woven into the tree like shape. The design includes twelve leaves, representing both the months of the year and the twelve areas of lawn within the memorial gardens where ashes may be scattered.
Typography was just as important. We paired a traditional serif typeface, with gentle modern details, alongside a clean sans serif for body copy. Together, they reflect the same balance Breckland Crematorium strikes every day: respectful and established, yet warm and approachable. A natural colour palette, led by green and supported by deep burgundy tones, reinforces the connection to the landscape and brings a sense of confidence and warmth.
From identity to experience
This brand needed to work in real life, not just on a screen or on paper. On site, we refreshed the signage to better match the quality and care of the surroundings. The original signage did its job, but visually felt at odds with the landscape. We introduced elegant branded totem signage that rises from the ground that sit comfortably within the gardens. These help guide visitors through the site in a clear, one-way journey, making navigation easy while enhancing the overall experience.
Online, we brought the brand to life through a calm, confident website designed to support people at a sensitive time. Clear typography, generous spacing and a considered content structure help families find the information they need easily, without feeling rushed or overwhelmed. The website also includes a simple, compassionate online ordering process for the 'Book of Remembrance', allowing families to create lasting tributes in their own time. This not only improves the experience for visitors, but also saves valuable time for the Breckland Crematorium team by reducing admin. A separate and secure login area for funeral directors also provides quick access to documents and an efficient booking system, making the website work smoothly for everyone who uses it.
We refreshed printed literature to reflect the new brand, including an A5 brochure with clear information about the business and a DL version focused on memorial options. Thoughtful layouts and considered typography make the content easy to navigate, while QR codes provide a simple link to the website for those who want to explore further, in their own time.
We also carried the identity through to social profiles and advertising, making sure Breckland Crematorium’s tone and visuals feel familiar and reassuring wherever people encounter the brand.
A brand built on care and confidence
The result is a consistent brand that feels settled, thoughtful and quietly confident. One that reflects Breckland Crematorium’s family values, its beautiful natural setting and its commitment to providing the very best service. It gives the team a clear, consistent way to communicate with confidence, and supports families with clarity, dignity and compassion when they need it most.
