Angela Reed

January 2021

The esteemed Reed family has been an enduring presence on Saffron Walden's historic high street since 1880, when Thomas Reed first established a coal merchant before expanding into the realm of antique furniture. Modern Day Angela Reed, is a sister store to the Antique shop, started by the current owner's mother in the 1980's.

The rebrand, a seamless blend of tradition and contemporary flair, showcases the brand's ability to evolve while preserving its rich heritage. Poised for growth and diversification, recent ventures such as the introduction of a charming café and an artisanal ice-cream business exemplify the new brand's forward-thinking approach.

Print advertising for local and regional publications.


A bespoke ensemble of custom icons, thoughtfully aligned with the brand's trajectory, strikes a balance between contemporary design and a reassuringly British heritage. The linocut illustrations, a collaborative effort with the accomplished illustrator Jane Randfield, stand as a testament to the brand's commitment to artistic excellence.

Icons for around the shop. For example 'Made to Measure' or 'Made in Britain'.

Icons for how to contact.

Icons for packaging.

More than a Shop

Beyond the realm of furniture, the Reed brand makes its mark. With an in-store café as a starting point, the brand manages a mobile patisserie van and an ice-cream bicycle, each meticulously designed to convey the essence of Reed's identity and values. Navigating the design challenge, the aesthetic remains consistently fresh and distinctive in the context of a small and competitive market town.