Case Study – Abbey England

Birmingham Marketing Agency Move Abbey England to the Next Level

Nutcracker Design and Marketing Birmingham / Dudley were recommended to Abbey by a business consultant. Initially we were approached to create and present a new corporate identity, however after market research, we recognised the need to present the Abbey brand as being the ‘Best of British’. We then persuaded the company to adopt a name change from ‘Abbey Saddlery & Crafts Ltd’ to ‘Abbey England’.

The logo design evolved from Abbey’s existing logo, incorporating a change of colourway and font-style which included adjustments to the particular style of the letter A – as a reference to both the company’s main trading background (a stirrup – equine) and also the company name its self (reflecting a traditional ecclesiastical window shape)  emphasising this a quintessentially British brand.

We competed for the project against a Manchester firm of specialist branding agents and subsequently were awarded the contract because of our forward-thinking ideas and strategies.

About the Client

Abbey England is a market leader amongst equestrian wholesale suppliers, producing high quality British made materials and tools. Abbey England was awarded a Royal Warrant in 1995 for their quality goods manufactured in the foundry. The Abbey England Foundry produces:

  • Riding and driving bits
  • Locks
  • Commemorative brass plaques
  • Industrial hinges
  • Belt buckles
  • Saddlery accessories

Specialist polymer products are also produced at the foundry under the Equus brand, including Overreach Boots, Quarter Boots, Rein Grips, Martingale Stops and Bit Guards.

Abbey England supply specialist metal work for the fashion, theatre, luggage, locks, motor and refrigeration markets.

Marketing Strategy & Process of delivery

Project delivery included:

  • Company name change
  • Corporate Identity
  • Domain name research
  • Website designs for and
  • SEO
  • Exhibition Stand Graphics
  • Reception Graphics
  • Point of Sale
  • Exhibition Stand, points-of-sale and bespoke furniture for The Coronation Festival held at Buckingham Palace in 2013
  • 200-page Workshop Catalogue
  • Price List Design & Print
  • On-location Photography
  • Signage
  • Packaging

Here at Abbey England, we have used Nutcracker Design & Marketing Birmingham and Dudley branches for a variety of projects and have always been very satisfied with the results.

For our exhibition space they arranged photography and produced stunning artwork 2m x 3m for mounting on our stand. They have produced light weight packaging for our retail products, coming up with the design and seeing it through to product in a timely manner and at a good price!

The design concept was carried through to our building signage to keep the whole company “Look and Feel” united.

Our largest project together was the re-design and production of our catalogue. Having done this in-house for many years we had decided to take a step up in quality and Nutcracker Design delivered the goods. Over 200 pages of quality layout with text and images has given us a document to market our business for the future. Nutcracker also supplied this in electronic media and produced each section as a mini document so that we can send out just the relevant information to our diverse customer base.

Overall, working with Rob and the team has been a real pleasure and I could not recommend them highly enough.

Peter Phillips , Director – Abbey England Limited


Nutcracker Design & Marketing Dudley – 01384 455141

Nutcracker Design & Marketing Birmingham – 0121 277 4589