The Art of the Split: Breathing New Life into a Dual-Purpose Brand

Splitting a Brand in Two

When a cleaning company steps onto the high street with a boutique store… but keeps the same name, you get a brand identity that’s more confusing than a flat-pack instruction manual. This is why we stepped in to order the chaos.

E Edmunds started as a trusted local cleaning company known for its professional service and community roots. But in a bold and brilliant move, they opened a beautiful high street boutique - offering a sustainable cleaning range, ethical homeware gifts and thoughtful lifestyle goods. The only catch? Both ventures shared the same name – which got rather confusing.

The name E Edmunds was doing double duty – representing your regular deep clean and your go-to spot for beautiful, considered homeware.

We needed to pull the brand apart and give each side its own space to breathe.

Meet EE

E Edmunds was founded in 2019 by the amazing Elisha. Recognising a gap in the local market for a reliable, friendly and personable cleaning service, Elisha set out to build a company that puts client satisfaction and employee well-being at its core.

They’re committed to delivering top-quality cleaning services to its clients, while also offering flexible job opportunities that support the needs and lifestyles of its team.

The Challenge

Funnily enough, the biggest challenge with this project wasn’t defining the scope of the rebrand, or getting stakeholder buy-in. The real hurdle was organisation. Every piece had to fall into place in a specific order to make sure launch day went off without a hitch.

Good organisation is key to getting things done properly. With proper planning and a sharp eye for detail, even the most chaotic project can be turned into a smooth, structured process.

Plus, let’s be honest - who doesn’t love a good to-do list and the satisfaction of ticking things off?

Elisha already had a clear vision for the rebrand, which helped. It cut out a lot of the usual back-and-forth and brainstorming phase. Sure, it meant I didn’t get to be quite as creatively free as I might have liked - but at the end of the day, the most important thing is that the client walks away with exactly what they want.

Our Approach

Elisha’s main goal was to differentiate the two sides of her business while keeping them under the same brand umbrella. She wasn’t looking to reinvent the wheel - she simply wanted to redefine what the shop stood for. The cleaning service would stay as it was; the transformation was all about giving the store its own distinct identity.

That meant creating a look and feel for the shop that complemented the existing cleaning brand without causing confusion. We needed something that felt warm, thoughtful, and rooted in the same values - but with its own personality. The shop wasn’t just an add-on to the cleaning business; it was a curated space offering sustainable products, ethical goods and a strong sense of community. Our task was to reflect that in the visual identity, messaging and customer experience, all while maintaining a subtle link back to the original E Edmunds brand.

The first thing to address was the name. E Edmunds already represented the established cleaning business - and, by extension, the overall brand. Changing it too drastically risked creating confusion, especially since the store had already been open for over a year. We needed to retain the essence of E Edmunds while giving the shop its own distinct identity.

And so, EE Homeware was born - a beautifully curated lifestyle and gift shop based in Cavendish, Suffolk. The store focuses on sustainability, offering a carefully selected range of eco-friendly, vegan products - from refillable cleaning essentials to locally made homewares. Every item reflects the brand’s core values: quality, reliability and environmental care.

With a new name came the need for a new logo - and to retain the essence of the original brand, it had to be designed with care and consideration.

The evolution from EE to EEH felt natural, and the logo needed to reflect that shift. It was important that the new design honoured the brand’s roots while signalling a fresh chapter for the homeware store. Clean, simple, and quietly confident - just like the products on its shelves.

The Impact

The rebrand created a clear distinction between the two brands, it removed the initial confusion and gave both brands space to breathe and grow alongside each other.

The two brands might be operating out of the same base – but they each have their own website, their own social channels and their own audience.

They share similarities, but they also have their own personalities – the most important factor in designing a brand.

The personality of a brand is what people connect with and the two avenues being approached with the cleaning business and the shop meant that different people would be attracted to one over another.

Of course, people would be customers of both – but the main goal was differentiation.