Squirrels is the first new branch of the Scouts family tree for 35 years. Catering for four to five year olds, Squirrels will get to be active, explore nature and have fun learning with friends while earning badges like all other Scouts.

To create the branding for Squirrels, Supple Studio drew inspiration from Brownsea Island, home to the birth of the Scout movement in 1907, as well as a drey of super-rare red squirrels. Supple created a logotype with a red squirrel peeping out from behind the S, plus a series of graphic patterns inspired by the flora and fauna of the island.

The approach was to make the identity “child-led without being childish”, keeping a level of craft and sophistication that would appeal to adults and make the brand aspirational as well as accessible. The brand tone of voice was based around curiosity, playfulness and childlike wonder, which runs through a series of copy lines.

Supple wanted to create a digital-­first brand that comes to life just as well on Instagram as it does in a woodland or a park. The studio crafted flexible guidelines, digital templates and assets that would help the Scouts’ ­in-house team to create endless fresh new designs, from Instagram posts and badges, to posters, Zoom backgrounds and hoodies with squirrel tails.

Design Studio: Supple Studio
Tone of Voice: Totalcontent
Brand Photography: Tom Hull Studio
Photography: Red Forge Studios
Logo Refinement: Rob Clarke