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Carters Garden Machinery

engineering a quality brand

Jon Williams

100 years of heritage

Originally formed by the Carter Brothers in 1921, Carters is a garden machinery specialist in Hampshire. The family-owned business needed to refresh its tired and dated branding, website and image. Rooster was selected as their creative and digital agency, for a rebrand as well as the design and development of an online shop.

We had 100 years of heritage to keep in mind – but their existing logo was tired to the point of being unusable in a modern environment. Our design team began a deep process of exploration, with several logo versions created to experiment with.

logo and brand guidelines

Our final design took the C from the Carters name and placed it within a shield element, hinting at reliability and further adding to their heritage. Using their original logo colours, we retained familiarity but developed a completely new identity.

With any new brand, brand guidelines are essential. These guidelines keep a brand cohesive and consistent in every application. For Carters, we outlined the rules of colour use, shapes, placement, spacing – every conceivable brand application was considered to ensure their reputation is maintained.

Our guidelines cover strapline use, social media icons, the shield emblem and van livery – wrapped up in an interactive format that’s easy to read and navigate. The easier we can make brand guidelines, the more likely they are to be followed.


The most important part of our website design was the shop, with Ajax-driven search capability. We had to make an easy to use, quick to search and trustworthy purchasing platform that would help Carters convert users online.  We introduced variable sales boxes for special offers, dynamic filtering on sales pages and tailored sorting of products – allowing users to find equipment by engine type, price range and more. Our designers and developers worked closely with the client to craft an easy shopping experience.

Clear buttons and navigation match the expectations that modern shoppers have for other eCommerce websites. Logical breadcrumbs step back to previous pages, to further ease the shopping experience. The basket confirmation and forms are also very simple and easy to understand, making the route to conversion as hassle-free for their customer as possible.

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