Victoria - Browndog Agency

Creating Home.

Who are Victoria

Founded in 1895, Victoria Carpets is a brand with deep heritage and brand equity. For decades, it has furnished the royal households, and in 2013, was awarded a Royal Warrant to Her Majesty The Queen.

We began working with Victoria in 2017, supporting their marketing team on a wide range of branding and design projects.

Over the years, this partnership has grown into a close working relationship built on trust and a shared understanding of the brand and vision.

The Brief

For this project, the team wanted to refresh their product brochure. Rather than follow the traditional grid-style format, we saw an opportunity to create something more engaging and consumer-focused – an editorial-style magazine.

Our approach

What began as a simple brief quickly transformed into a concept with real impact. Drawing on our years of working together, we were able to shape the project into Home – a lifestyle inspired magazine that combines beautiful design with practical product information.

By taking cues from contemporary lifestyle publications, we produced something aspirational yet accessible.

We used premium print materials and carefully considered layouts to encourage readers to treat Home as a magazine that they can keep and return to, not just a product brochure that they might comb through once.

A key aim of this project was to bring together two brands, Victoria and Hugh McKay, into a single, cohesive identity. The result was Home by Victoria and Hugh – a perfect blend that allows each brand to shine through while being united under one story.

A great response

The response has been overwhelmingly positive. From the quality of the design to the feel of the paper, readers saw Home as something special – many choosing to keep it, and even asking for signed copies!

The concept extended beyond the page, inspiring Victoria’s stand at the Harrogate Flooring Show, where ‘Home’ became a symbol to bring together the whole portfolio under one roof.

Debbie Turvey, Head of Marketing at Victoria had lovely words to share about our work on this project and the relationship we’ve built over the years:

“Yet again Andrew translated my brief into the most incredible piece of work. We always create a product brochure, but I knew I wanted to do something a little bit different, and this is where the idea for a consumer facing magazine came about.

This time around, we were welcoming a new brand into the portfolio and turning the brochure idea on its head allowed each company to shine.

We had so many positive comments regarding Home: “it’s so beautiful”, “I love how you’re showing where to buy the accessories in the images”, “the paper quality on this is amazing”, “can I keep this?”, “I’m keeping this”, and my favourite from two separate people “would you sign it?”.

Andrew and Browndog are an extension of my internal team. They are a pleasure to work with, and I love that after seven years together, our creative relationship gets stronger. Now that’s a great partnership.”

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“We had so many positive comments regarding Home: “it’s so beautiful”, “I love how you’re showing where to buy the accessories in the images”, “the paper quality on this is amazing”, “can I keep this?”, “I’m keeping this”, and my favourite from two separate people “would you sign it?”.”

Debbie Turvey, Head of Marketing at Victoria

View more projects

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Distinctive Flooring

We’d love to talk

To discuss how we can help with your branding project please get in touch with our Senior Designer Andrew Parker

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