The original brief for AB Tyres & Agri Parts outlined a strategic shift in the company’s focus toward the sale of Husqvarna products and heavy machinery attachments. As part of this transition, the brand identity and logo required a refreshed, more modern direction while retaining the core visual elements and colour palette of the existing brand to maintain continuity and honour the company’s heritage.
Although expanding into new product sectors, the company remained committed to its established operations within the motor industry, including vehicle maintenance, tyres, and servicing. It was therefore essential that the new branding continued to reflect these core services and longstanding customer relationships, ensuring both the traditional and evolving aspects of the business were represented cohesively within the final design.
Following the development and review of several logo concepts and design iterations, a final direction was agreed upon that delivered a clean, modernised approach to the brand identity. The selected design was intentionally created with versatility in mind, allowing for seamless recolouring across a variety of backgrounds, while also supporting a strong single-tone application for more flexible branding use.
The final concept retained subtle visual references to the company’s heritage through the incorporation of tyre/ chain-inspired elements, while placing greater emphasis on the garden machinery and agricultural sectors central to the company’s evolving focus. As the business had long been recognised by the initials “AB,” these letterforms were positioned as the primary focal point of the design, reinforcing brand recognition while presenting a refreshed and contemporary identity.
Following the presentation of the final draft, the client decided to refine several elements of the design to better align with the company’s evolving brand direction. The leaf detailing within the logo was removed in favour of a cleaner and more streamlined visual identity. In addition, the client expressed the importance of incorporating the Husqvarna logo more prominently, reflecting the company’s new position as an authorised main dealership and reinforcing this key aspect of the business within the overall branding.
Further refinement was also made to the brand tagline to ensure it more accurately represented the company’s services and market focus. After review and consultation, the final tagline, “Forest & Garden Equipment,” was selected as the most suitable and effective representation of the brand.
The completed rebrand successfully delivered a modern and versatile identity that balanced the company’s established heritage with its future growth and new commercial direction.
