With over 20 years of excellence behind them, this premier Irish design company recently embarked on a significant brand refresh—not to reinvent themselves, but to honour their legacy while positioning for the future.
Why Brands Need to Refresh
Before diving into the Rhatigan & Hick story, it's worth understanding why established brands consider refreshing their image. Unlike a complete rebrand, a refresh maintains the core identity while evolving both visual elements and messaging to better reflect where a company stands today.
Brand refreshes become essential when:
A company undergoes leadership changes
The original branding no longer fully represents evolved services
The visual identity needs modernisation while preserving brand equity
Market positioning needs refinement to connect with today's audience
The Rhatigan & Hick Metamorphosis
The Rhatigan & Hick refresh was driven by a significant organisational evolution. After 20 years as design partners, the company is now led solely by Ed Rhatigan, marking a new chapter while carrying forward the prestigious name that architects and designers across Ireland have come to trust.
This presented a unique challenge: how to honour the immense brand capital built over two decades while positioning for a bold new future under singular leadership. The solution wasn't to obscure this transition but to address it directly with authenticity and transparency—both in messaging and visual identity.
Finding the Perfect Balance
Our challenge was clear: craft messaging and visuals that balanced legacy-level craftsmanship with design-focused innovation. The refreshed brand needed to feel timeless yet contemporary—a brand that would last decades without becoming outdated in a matter of years.
The refresh strategy centred around three key messaging themes:
A Lasting Legacy - Honouring the rich 20-year history founded in traditional furniture-making while continuing to build and expand with unique design-led thinking
A Culture of Care - Emphasising service-focused dedication throughout the entire process
Craft & Creativity - Showcasing the combination of skilled craftsmanship and inspired creativity
The Visual Transformation
Looking at the before and after of the Rhatigan & Hick visual identity reveals a careful approach to evolution rather than revolution. The original identity carried significant brand equity, so the refresh maintained recognisable elements while introducing a more refined, contemporary aesthetic.
We updated the typography to reflect both the traditional craftsmanship and contemporary design sensibilities that define Rhatigan & Hick. The colour palette was refined to evoke a sense of luxury and timelessness, with subtle warm tones that complement the natural materials used in their bespoke creations.
The photography style was carefully curated to showcase not just the finished products but the craftsmanship process and the emotional response these spaces evoke—highlighting the brand's commitment to creating kitchens that are the heart of the home.
The Refreshed Voice
The tone of voice for the refreshed Rhatigan & Hick brand was carefully calibrated to be:
Passionate - Using energetic, authentic language that inspires clients
Professional - Communicating expertise with confidence and polish
Informative - Delivering knowledge in a clear, engaging way
Trustworthy - Building genuine connections through honest, dependable communication
This approach ensures that clients—many of whom come through recommendations from trusted friends and family—immediately understand what makes Rhatigan & Hick special: beautiful construction, cutting-edge design, and impeccable service from start to finish.
Positioning Ed Rhatigan
A key component of the refresh was highlighting Ed's exceptional pedigree and vision. With a background in antique furniture restoration and fine furniture design, Ed brings a deep appreciation for traditional skills while forging new paths.
As the refreshed brand story articulates: "Since taking the reins of Rhatigan & Hick, Ed has led the company into a new era that focuses on a perfect trinity of design, craftsmanship and quality."
The R&H Difference
The refreshed messaging and visual identity crystallise what makes Rhatigan & Hick unique in their field:
Passion for the process - Taking the time to get it right, understanding clients' lifestyles, and creating designs that truly elevate homes
Reverence and respect - Drawing on centuries of craftsmanship heritage while innovating with rare materials and unique approaches
Attention to detail - Maintaining the traditional skills that set the company apart
Function as well as form - Designing kitchens that work beautifully for real life
The Result: Evolution, Not Revolution
The Rhatigan & Hick refresh demonstrates how established brands can evolve without losing their soul. By carefully balancing heritage with forward momentum, the approach positions the company for its next chapter while reassuring existing and potential clients that the exceptional standards they've come to expect remain unchanged.
"This refresh represents a significant milestone for Rhatigan & Hick. BrandNew brilliantly captured our dedication to both time-honoured techniques and forward-thinking design. The refreshed identity feels like a natural evolution—it respects our legacy while giving us a foundation for the next 20 years of creating exceptional kitchens and furniture."
- Ed Rhatigan
Key Lessons for Brand Refreshes
For businesses considering their own brand refresh, the Rhatigan & Hick experience offers valuable lessons:
Honour your history while embracing change
Be authentic about transitions
Focus on the values and qualities that truly differentiate you
Ensure your visual identity and tone matches both your heritage and your aspirations
At BrandNew, we believe that brave brands are better brands. The Rhatigan & Hick refresh embodies this philosophy, stepping confidently into a new era while carrying forward the craftsmanship, creativity, and care that made them exceptional from the start.
