Verdant Works museum gets new branding

SCOTLAND’S only jute museum has undergone a brand refresh.

Verdant Works, which was founded in a refurbished 1833 mill, has taken on the name Verdant Works Museum: The Fabric of Dundee.

Dundee Heritage Trust spent a year working alongside Allegro Creative Agency to decide on the new branding, which comes as a result of UK Government funding through the Shared Prosperity Fund.

The new name aims to emphasize the new jute heritage that is woven through Dundonians.

A new logo will also be used, which was inspired by the city’s industrial era and styles found throughout the historic site.

The rebranding process included extensive research with internal stakeholders and visitors, undertaken by Authentic Communications – a collaborator with Allegro Creative Agency.

Julie Cumming, marketing manager at Dundee Heritage Trust, said: “It’s been a pleasure to refresh the Verdant Works identity.

“The funding from the UK Shared Prosperity Fund has been vital to this project, for which we are very grateful.

“The resulting brand aligns closely with our values, and will allow us to continue to champion the stories of Dundee’s industrial past and its people.

“We look forward to sharing the city’s incredible heritage with new audiences at Verdant Works Museum.”

Cam Brown, founder of Allegro Creative Agency, said: “Being entrusted with rebranding Verdant Works has been a great privilege for us at Allegro.

“It’s been amazing to collaborate so closely with the team at Dundee Heritage Trust, who granted us extensive creative freedom with creating new visual elements, presenting a wonderful opportunity to integrate traditional handdrawn techniques to align with its rich history.

“This has been a big project in the making, and we’re truly thrilled to watch this brand thrive.”