Cushendale rebrand

2021 Selection

Designed by Brian Heffernan, Fiona Ennis, Kevin Horan and Catherine Robertson at Aad

Strategy: jump! Innovation

Brand Photography: Al Higgins

Stylist: Ciara O Donovan

Product Photography: Harry Rhys-Thomas

Signage: Extrabrite

Film: Bellota films

Motion: Shaun Phelan

Categories: Identity

Industry: Commercial

Tags: Photography / Art direction / Retail / Rebrand / System / Logo / Packaging / Visual Communications / Creative Ireland / Brand identity


One of two remaining fleece to fabric Irish woollen mills, Cushendale are a family business with an exceptional heritage and product. They needed a new identity to reflect the value of their offer and to elevate them from an everyday to a premium brand.

Although a brand with heritage, Cushendale is not a heritage brand. We needed to convey how a respect for craft and timeless techniques are paired with the ethos of continuous evolution that has served them well for over 250 years.

Working with a strategy developed by jump! Innovation, we produced a complete rebrand with applications across product naming, content, packaging, print and signage.