The Ambition
Port Sunlight is unlike anywhere else. A place built over 135 years ago with a purpose that still feels incredibly relevant today.
Founded by William Hesketh Lever, the village was created around the belief that people deserved more than just a place to work. It was built around community, wellbeing, opportunity and a better way of living. But as the village continued to evolve, the challenge was ensuring that story connected with new audiences while staying true to what makes Port Sunlight so special.
The ambition was to create a brand that celebrated the full Port Sunlight story. Not just the architecture, heritage and history, but the people who have shaped it from the workers and residents of the past to the communities who continue to bring it to life today.
Through our discovery process, we immersed ourselves in the village, uncovering the themes that have always sat at the heart of Port Sunlight. Innovation, community, equality, wellbeing and a belief that life and work should exist in harmony.
The challenge was not to reinvent Port Sunlight, but to bring its story forward. To create an identity that honours its heritage while showing why its founding principles still matter today.
The Impact
At the heart of the new brand is a simple idea: Port Sunlight is a place of stories.
The new identity celebrates what makes the village unique, putting the people who have shaped its past, present and future at the centre of the story.
A key part of the new visual identity is Sunlight Serif, a bespoke typeface created specifically for Port Sunlight. Inspired by the original Sunlight Soap packaging, historic village signage and previous Port Sunlight identities, it creates a connection between the village’s heritage and its future.
The wider design system takes inspiration from the village itself, using the shapes, patterns and architectural details found throughout Port Sunlight. Structured and considered, but with warmth and character, reflecting the care and craftsmanship that has defined the village since it was created.
The result is a brand that feels unmistakably Port Sunlight. It celebrates its heritage without being stuck in the past. It feels alive, welcoming and shaped by the people who live, work and visit there today.
Hear from our Creative Director, Paul Lowcock:
Port Sunlight isn’t just a beautiful village. It’s a story about people. Every building, every garden, every pathway, every worker and every resident has played a role in shaping what makes this place so special. What struck us most was how relevant many of the founding principles still feel today. The focus on wellbeing, community, opportunity and respect for people remains incredibly powerful. Our challenge was to create a brand that honours that legacy whilst inspiring new audiences to discover Port Sunlight for themselves.
The new brand identity will be rolled out across visitor communications, digital platforms, marketing materials, signage and future brand experiences, helping position Port Sunlight as one of the UK’s most distinctive heritage, cultural and community destinations.
