New brand celebrates the stories, people and purpose behind one of Britain’s most remarkable villages
Poke Marketing has unveiled a new brand identity for Port Sunlight, the internationally renowned model village founded by William Hesketh Lever. This is following an extensive strategic brand development project designed to reconnect the destination with modern audiences while honouring its unique heritage.
The rebrand, commissioned by Port Sunlight Village Trust, has been shaped by deep audience insight, stakeholder collaboration and a thorough exploration of the village’s history, culture and future ambitions.
The new brand places people at its heart, celebrating the generations of residents, workers, visitors and communities who have shaped the story of Port Sunlight for more than 135 years.
During the discovery phase, the Poke team immersed themselves in the village, uncovering themes that continue to define Port Sunlight today. These include innovation, community, equality, diversity, wellbeing and a belief that work and life should exist in harmony.
The resulting brand reflects a place that was far ahead of its time. A place built on a people-first ethos, where worker wellbeing, education and community were prioritised at a time when such thinking was far from the norm.
Paul Lowcock, Creative Director at Poke Marketing, said:
“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.”
At the heart of the new visual identity is a bespoke typeface, Sunlight Serif, created specifically for the brand. Inspired by typography found on original Sunlight Soap packaging, historic village signage and previous Port Sunlight identities, the typeface creates a distinctive bridge between past and present.
The wider design system takes inspiration from the village itself, drawing on the shapes, patterns, grids and architectural details that define Port Sunlight’s unique character. The result is a visual language that feels structured yet welcoming, reflecting the care, craftsmanship and intentional design that have shaped the village since its creation.
The new creative platform is built around a simple but powerful truth: Port Sunlight is a place of stories. Stories of innovation. Stories of community. Stories of resilience. Stories of culture. And most importantly, stories of people.
Every visitor, resident, volunteer and employee becomes part of the continuing Port Sunlight story.
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.
As Port Sunlight looks towards the future, the new brand provides a platform that celebrates everything that makes the village unique while ensuring its story continues to inspire generations to come.
