Since 1971, Pavers has been delivering comfort, quality and great value to customers across the UK. A family founded business with generations of loyal shoppers, the brand had earned trust and affection but its identity had not kept pace with its ambitions. We were tasked with creating a new brand platform and visual identity that would honour its heritage while looking firmly to the future.
Rooted in Yorkshire. Made to move.
At the heart of the new identity is a refined take on a familiar symbol: the Yorkshire Rose. Long associated with the brand and the region it proudly calls home, we gave this emblem new life, evolving it into a clean and contemporary mark that nods to Pavers’ heritage while signalling a confident new chapter. This thinking carried through the wider visual world too, with a sophisticated typographic system, rich textures and a warm, ownable colour palette.
A brand platform with heart
From product quality to customer service, comfort has always been Pavers’ priority. But our challenge was to turn that promise into something more powerful. The brand idea feel great footwear captures the emotional and physical benefits that keep customers coming back. These are shoes that help people move through the world with ease, confidence and style.
Celebrating real people
Pavers’ loyal customer base is proudly made up of people over 50, a group often overlooked or underrepresented in fashion and retail. Instead of hiding from that, we chose to celebrate it. Across photography, campaigns and tone of voice, we built a brand world that speaks directly and authentically to this audience. It is warm, straightforward and full of life, just like the people who define the brand.
A confident step forward
Today, Pavers is equipped with a modern and unified identity and a brand story that reflects who they are. A company built on care, community and craftsmanship. With a renewed sense of pride and purpose, they are ready to take their message further and help even more people feel great every step of the way.
