what we partnered on

Brand strategy including new brand name, positioning, value proposition, strategic messaging framework, brand identity, brand guidelines, tone of voice.

In a market where over 90% of hardwood is imported, Fallen & Felled is transforming the landscape of timber in the UK. Each year, thousands of perfectly usable London trees are felled, chipped and burned, releasing carbon into the atmosphere. Founded in 2018 as Saunders Seasonings, the company repurposes felled urban trees from London into high-quality hardwood timber and bespoke furniture. This sustainable approach not only prevents thousands of trees from being chipped and burned, but also offers a new, eco-friendly supply chain for architects, designers, and property developers.

Despite their innovative mission, Saunders Seasonings struggled to stand out in a market dominated by faceless corporate timber merchants. They needed a brand that would capture their unique value, reposition them for growth and capitalise on a growing reputation.

The result? Fallen & Felled, a brand on a mission to give London trees a second life, reconnecting people to London’s living history.

“Our business has been transformed. Since the rebrand we have been attracting a different level of customer, working with high-end architects and interior designers, as well as being offered large-scale public installation projects that we just weren’t considered for previously.”

patrick welsh, marketing director

Although Saunders Seasonings had built a solid foundation, they weren’t reaching the right customers. Competing against large timber merchants, they found themselves overlooked, particularly by high-end architects and interior designers who often defaulted to established suppliers. Their brand wasn’t clearly communicating the distinctiveness of their mission or the quality of their products.

Our challenge was to craft a brand that aligned with the sustainability-focused, design-conscious audience they sought. We needed to turn their growing reputation into a brand that would command attention, resonate with new audiences, and stand out in a competitive, commoditised market.

We partnered with Saunders Seasonings to develop a brand strategy that reflected their mission and elevated their market presence. Our work included:

Brand strategy: We developed a comprehensive strategy that repositioned Saunders Seasonings as a leader in urban timber reuse. This started with renaming the company Fallen & Felled, a powerful brand name that evokes the life cycle of trees and their rebirth through craftsmanship.

Positioning & value proposition: We sharpened their market positioning by highlighting their commitment to sustainability and the unique provenance of their timber—each piece having a direct connection to London’s living history.

Strategic messaging framework: We created a messaging framework that communicated their value to high-end architects, designers, and sustainability-focused developers. This framework underscored their eco-friendly practices, bespoke products, and their ability to tell the story of London’s urban trees.

Brand identity: Working with creative design partner, Happy Ending, we delivered a cohesive visual identity, complete with brand guidelines that ensured consistency across all touchpoints. The new logo and colour palette echoed both the organic beauty and the modern elegance of their products.

Tone of voice: We established a tone of voice that was knowledgeable yet approachable, ensuring they spoke with authority while also connecting emotionally with clients who care about design and sustainability.

The rebrand not only repositioned Fallen & Felled in the market but also gave them the tools to communicate their story more effectively. The impact was immediate.