A calm, confident and distinctive outdoor living brand
We partnered with Frilu to launch a new outdoor living brand, uniting three businesses under one clear identity — with a calm, confident brand designed to feel premium, natural and easy to remember.
Through brand strategy, naming, visual identity and marketing rollout, we helped create a distinctive outdoor living destination with the clarity and confidence to enter the market with impact.
A new brand built from three businesses
Frilu was created by Amanda and Paul, two ambitious local business owners who acquired the existing outdoor living brand Hamilton’s and brought it together with their own successful businesses.
The challenge was to create something that felt fresh, expansive and effortless, while still building on the equity and reputation already in place.
As a high-end outdoor living brand, Frilu needed to:
- Feel calm, aspirational and rooted in nature
- Appeal to design-led, quality-driven customers
- Bring three businesses together under one clear identity
- Work across signage, events, printed materials and digital marketing
- Launch quickly without losing strategic depth
What we changed
We started with brand strategy and naming, helping define what this new outdoor living destination needed to stand for, how it should feel and how it could show up consistently from day one.
A new name was essential to mark a fresh chapter. Amanda and Paul were drawn to the Scandinavian concept of friluftsliv, meaning “free-air life”.
Through naming exploration and research, we refined this to Frilu – short, distinctive, easy to say, rich with meaning and impossible to forget.
Visual identity and brand system
With three businesses becoming one, the identity needed to bring clarity, consistency and confidence across every touchpoint.
We created:
- A custom sans-serif logotype with soft architectural curves inspired by outdoor structures
- A natural, breathable colour palette of sandstone and conifer tones
- Graphic forms influenced by patio layouts, adding subtle structure and rhythm
- A warm, grounded tone of voice that balanced premium design with approachability
- A flexible visual identity system designed to scale across signage, events, print and digital
Marketing and brand rollout
Following the launch, we supported Frilu on a retained basis, delivering ongoing marketing aligned with the brand strategy.
This included social media, email marketing, website management, PR and paid campaigns – helping build awareness, drive footfall and support both trade and consumer audiences.
The launch was marked by a special Easter open day, supported through event promotion, content and PR, helping introduce Frilu to the local community and celebrate the new identity.
What made the difference?
A confident new outdoor living brand with immediate impact
Frilu launched with clarity and confidence from day one.
By combining brand strategy, naming, visual identity and marketing rollout, we helped create a premium outdoor living brand that felt considered, distinctive and ready to grow.
Customers travelled from as far as Leeds to visit the newly branded space, demonstrating strong early interest and the immediate impact of a clear, memorable brand launch.
In a nutshell
We partnered with Frilu to create and launch a new outdoor living brand, bringing three businesses together through strategy, naming, visual identity and marketing rollout, helping them enter the market with clarity, confidence and impact.
Paul and I engaged with CreativeHutch to help us integrate three businesses into one and re-brand them all under a new name. We were guided expertly through the process, in record time, and now have an amazing new brand, have hosted a launch event, purchased branded collateral, and run several marketing campaigns and adverts all in the space of 4 months.
Impact highlights:
- Three businesses united under one clear outdoor living brand
- Strategic naming that created a fresh start while building on existing equity
- A distinctive visual identity designed to feel calm, premium and rooted in nature
- Consistent brand rollout across signage, events, print, digital and marketing channels
- Launch marketing that built awareness and drove footfall from day one
- Customers travelled from as far as Leeds to visit the newly branded space
- Ongoing marketing support to build recognition, consistency and momentum
Let’s talk about your project
If you want to know how your brand strategy, marketing or website could work better for you, we’d love to talk! Pop in for a coffee or get in touch.
FAQs
Yes. Frilu is a new outdoor living business, created when the owners took over Hamiltons Outdoor Living and combined it with two of their own specialist businesses under one new brand.
The name Hamiltons no longer reflected the owners’ vision or the combined offer of the three businesses. A new name allowed the business to mark a fresh chapter, while still building on the reputation and experience already in place.
Frilu is inspired by the Scandinavian concept Friluftsliv, which means free-air life. The name reflects the feeling of calm, space and connection to nature that sits at the heart of the brand.
CreativeHutch delivered a full branding project, including brand strategy, naming, brand identity design, verbal identity, and rollout across physical and digital environments. CreativeHutch also supported Frilu with social media management, content creation, email marketing, paid social advertising, PR and media relations, website management, event promotion and copywriting — all guided by the brand strategy.
The full rebrand and launch — from strategy through to live brand, collateral and marketing activity — was delivered in approximately four months.
The brand was designed to ensure continuity and trust for existing Hamiltons customers, while clearly signalling evolution and growth. The transition was smooth, with engagement and footfall increasing after launch.
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