Refining a Legacy Brand

As the John Watt & Son business grew, new ideas and evolving touchpoints naturally shaped the brand – but over time, subtle tweaks and adjustments left things feeling a little disjointed.

Earlier this year, we were thrilled to be asked to work with the team at John Watt to support them as they continue to grow their business.

One of the first things we looked to do together was not to change their identity – which is recognised and loved by so many – but to refine it by tidying up inconsistencies and laying strong foundations to ensure their legacy remained clear, cohesive, and enduring.

A Brand Built Over Generations

John Watt & Son’s journey is steeped in tradition. From its origins as a small coffee roastery to becoming a staple in the community, each phase of growth brought new influences – menus updated, marketing materials refreshed, and small branding adjustments made over time.

Like any legacy business, these changes, when layered over decades, led to variations in style – fonts that drifted, colour palettes that subtly shifted, and logos used in slightly different ways across different locations.

Refinement, Not Reinvention

Our approach was all about honouring the essence of John Watt & Son while ensuring their brand remained friendly and unmistakably theirs.

Step one in working with any client on their brand is to understand their business, where it has come from, where it is going, who are their customers, what do they value, and where are they…

We took all this information to develop a brand strategy and a set of Brand Guidelines. Key areas we focused on included:

• Font Standardisation: Over time, multiple font choices had crept into menus, signage, and marketing materials. We refined their typography, selecting styles that complemented their heritage while ensuring clarity and readability across all platforms.
• Colour Consistency: Small adjustments over the years had led to subtle differences in branding tones. We established a fixed colour palette, ensuring every application reflected the warmth and authenticity of their cafes.
• Logo Usage: With variations used across different locations and promotions, we created a clear system for logo application, ensuring uniformity while maintaining flexibility for different uses.
• New Logo and Icon Pack: Developing updated logos and social icons across a range of brand colourways and formats to ensure everyone has centralised access to the up-to-date set of logos for use across the business.

Laying Strong Foundations for the Future

Rather than imposing rigid rules, we crafted a framework that allows John Watt & Son to adapt while maintaining brand consistency. Their new guidelines serve as a reference point for future growth, ensuring that every new menu update, social media post, or promotional campaign reinforces their brand rather than fragmenting it.

A Cohesive Brand with a Clear Identity

By bringing everything back into alignment, we didn’t change who John Watt & Son is – we simply helped sharpen and strengthen what was already there. The result? A business that feels more cohesive, confident, and recognisable, ready to carry its rich heritage forward while continuing to serve the community for generations to come.

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