The challenge for this project was to modernise Teddy Gray’s visual identity while preserving the brand's legacy. The new design embraces the brand’s deep connection to its roots in the industrial Black Country, represented by its use of nostalgic, textured typography and a bold, vibrant red color. By reintroducing these historical elements in a fresh, contemporary way, the brand’s identity remains both timeless and relevant.

Through the revamped design, we’ve strengthened Teddy Gray’s narrative as “The Original Sweet Makers of Dudley". In applications like tote bags and packaging, the refreshed logo shines with its retro-modern vibe. The design is versatile enough to work across various mediums, from physical products to digital spaces. It evokes a sense of nostalgia for long-time customers and invites newer generations to engage with the brand, keeping the heart of Teddy Gray’s alive while looking toward the future.

The updated logo preserves the traditional script typography that embodies the rich history of Teddy Gray's. The distressed, hand-lettered red text symbolises both the timeworn authenticity and enduring popularity of the brand. The inclusion of a classic illustration of a dog pays homage to its heritage while injecting personality into the design, creating a sense of playfulness without sacrificing its traditional roots.

Whether on a tote bag or store signage, the design maintains its integrity and appeal, creating a cohesive brand experience that reflects both Teddy Gray's heritage and its contemporary identity.