Squirrels brand identity


The first new branch of the Scouts' family tree for 35 years, Squirrels is their new early years offer; a new chapter at the very beginning of a child’s journey through Scouts. Catering for 4 to 5 year olds, Squirrels will get to be active, explore nature and have fun learning with friends whilst earning badges like all other Scouts.


We were commissioned to create an inclusive tone of voice and visual language for Squirrels that would complement the Scouts master brand, whilst working equally well whether online or outdoors. Our strategic approach to the Squirrels brand idea was to rewind to the beginning of the Scouts story – Brownsea Island. Home to the birth of the Scouts movement 112 years ago (as well as a brood of ultra-rare red squirrels). We used the island’s flora and fauna as inspiration for our visual language – creating a squirrelly logotype, cut paper illustrations and tree rubbing textures that feel age appropriate. Photography was commissioned and art directed to have a child’s eye view, whilst tone of voice was given a sense of curiosity and wonder that comes hand in muddy-hand with being a pre-schooler. Fingers crossed we get our 'Get Creative' badge for all of our hard work…

Squirrel logo 01
Merch set 1
Scouts Squirrels logos
Scouts Squirrels sections
21 05 10 Squirrels 0711
21 05 10 Squirrels 0886
Scouts Squirrels tree rubbing
Squirrels handbook
Scouts squirrels graphics
Squirrel 48 sheet
Scouts squirrels IG Story Graphic
Scouts Squirrels flyers 2
Squirrels Patterns 2 Phones 1920px
Scouts squirrels illustrations 3
Squirrel monogram
Scouts Squirrels camping mug
Scouts Squirrels enamal badge
Squirrel sign
Scouts Squirrels photography 01
Scouts Squirrels photography 02
Scouts Squirrels photography 03
Scouts Squirrels photography 04
Scouts squirrels hoodie 3
Merch set 2
Scouts Squirrels cap
Scouts squirrels hoodie 4
Scouts Squirrels Bottle
Scouts Squirrels Drawstring bag
Scouts Squirrels adshel
Scouts squirrels illustrations 1
Scouts Squirrels storybook 2
Squirrels book
Scouts squirrels badges 3
Scouts squirrels badges 1
Scouts squirrels badges 5
Scouts Squirrels Badge Pile2
Scouts squirrels badges 6
Scouts squirrels badges 2
Scouts squirrels illustrations 4
Scouts Squirrels guidelines
Scouts squirrels illustrations 5
21 05 10 Squirrels 1279