Lucas & Watts



Lucas & Watts Gunsmiths are a new company offering their highly skilled craftsman’s services to owners of shotguns and rifles. Their workshop is situated within the grounds of an old Herefordshire family seat close to the border with Wales. We were brought in to help them create a brand and word mark for use in print, digital and clothing applications.


Our client wanted to use the family crest as their brand mark so we began the process of putting the crest through a series of sympathetic changes in order to prepare it. Having developed a modernised version of the crest complete with a simple clean outline we then began matching it with a suitable typeface for this rural brand.

Eventually we found a formal Gill word mark worked best when sat alongside the classic feel of the newly created brand mark, as it reinforced the key elements of the client’s brand – tradition, quality and craftsmanship. The colour scheme – a sober mix of black, white and grey, seamlessly connects everything together.

  • SBA 2016 Winner
  • chamber
  • MailChimp Partner Logo