The challenge

How do you create a brand that can regenerate an entire community? The small Welsh village of Myddfai in Carmarthenshire needed more than just a new village hall – they needed an economic lifeline. With Big Lottery Fund support and the spotlight of BBC cameras following their journey, the community required a brand identity that could promote locally produced products, employ residents, and eventually expand into hotels and B&Bs across the region. The identity also needed to be versatile enough for everything from printed on goods, to stamped on soap.

The process

Getting under the skin

Direct involvement in the BBC programme and village visits revealed the rich heritage of Myddfai, uncovering the legendary story of the Physicians of Myddfai – ancient healers who brought knowledge and healing to the local community and created "The Red Book of Hergest," a treasured guidebook for generations of healers.

Uncovering the magic

The connection between ancient healing traditions and the village's renewal created a powerful narrative thread. The physicians represented exactly what the community was trying to achieve – bringing knowledge, healing, and prosperity back to their local area.

Getting right to the heart

Positioned Myddfai Trading Company as modern-day healers of community, drawing on the mythical physicians' legacy to create products that would restore the village's economic health and social fabric. The brand became a social enterprise bringing jobs and people back to the village.

Consistency delivered

An apothecary-style identity that honored the ancient healing traditions while feeling contemporary and premium. The versatile design system worked across all applications - from traditional craft techniques like stamping and burning to modern retail environments. Welsh language integration became central to the brand's authentic cultural connection.

The results

Myddfai Trading Company successfully built their multipurpose village hall and shop, creating a thriving social enterprise that employs local people with learning needs, autism, and other challenges. After 15 years, the brand has expanded beyond the original village to include shops in Llandovery and Brecon, creating luxury toiletries and gifts with natural ingredients and eco-friendly packaging. The company continues to reinvest all earnings into the community, supporting local projects and providing meaningful work experiences while celebrating Welsh heritage through bilingual branding.

Services

Competitive audit + Creative platform + Packaging + Merchandise + Event materials

Work completed whilst at Voyage Design