Foot Trails offers custom-made walking holidays through the countryside of South West England. With a strong following among US and Canadian guests, their trips are known for weaving together rich local knowledge, rural hospitality, and a deep sense of place. The brand had strong foundations but needed a refresh – one that could better reflect the richness of its offer, appeal to new international audiences, and open doors to new opportunities.
The Foot Trails brand had grown organically over two decades. While much-loved by guests, its visual identity no longer captured the depth, quality, and handcrafted nature of the experience. As the business looked to grow – including testing new travel products – it needed a more coherent story, and a visual identity that could flex across channels.
After 23 years of challenges and successes, it felt like the perfect time to pause and reflect and think about how we tell our story for the future. The process helped us recognise our strengths and share those more strongly with our guests. That might sound simple, but it’s incredibly powerful.
Alison Howell, Co-founder, Foot Trails
We began with surveys and customer interviews, speaking directly to Foot Trails guests from the US and Canada to understand what they valued, remembered, and recommended. We also conducted desk research into competitor positioning. A collaborative team workshop helped refine the brand’s personality, tone of voice, and signature themes – forming the foundation for the brand and creative strategy.
It truly was fantastic working with you. We felt very at ease and so did the team. That made such a difference in helping everyone contribute and feel part of the process.
Alison Howell, Co-founder, Foot Trails
The new identity draws on the idea of time-worn landscapes and the layered stories beneath every step. Rich, earthy tones and intimate close-up photography reflect the elemental beauty of the English countryside, while hand-rendered textures evoke the experience of walking through history.
IM Fell English – a digital revival of a 17th-century “Fell Type” once used by Oxford University Press – was chosen for its irregular character. This imperfection brings a time-worn quality that echoes the landscapes shaped by centuries of footsteps.
Texture is a defining part of the visual identity – echoing the tactile, weather-beaten character of rural England. Foot Trails is rooted in sensory slowness, and the visual language reflects this: layered, grounded, and quietly expressive. Like their carefully curated trails you are invited to slow down, notice details, and connect more deeply with the landscape.
Photography guidance focused on pairing expansive views with intimate moments – feet in front of a fire, a cold pint, or a hearty plate of food at a local inn. This balance between nature and comfort became a key emotional anchor. Through guest interviews, we learned that Foot Trails travellers are not just walkers – they are cultural travellers. The combination of local inns, seasonal ingredients, and warm hospitality is one of the brand’s most underused storytelling assets, supporting the idea of quiet luxury: an experience that’s considered, characterful and rich in detail.
At the heart of the refreshed brand is a philosophy shaped by founders David and Alison Howell – a distinctive, personal approach we brought to life as The Howell Way. More than a route-planning process, it’s an ethos – one that values beauty over box-ticking, intimacy over highlights, and local relationships over mass appeal. A slower, quieter, more meaningful England. To help articulate this, we created a set of principles and a new brand mark – a visual device that can be used across content to signify this thoughtful, place-led approach.
The identity was designed to be flexible and easy to use, supporting the team as they grow. We developed social media and email templates, a refreshed brochure and trail cards, and website design guidance – brought together in a comprehensive set of brand guidelines to support future rollout and consistency.
Working with The Co-Foundry brought the team together. It gave us the chance to tell the story of Foot Trails in a way we hadn’t before – even with our own team. That’s been a real gift. You helped us totally understand ourselves and enabled us to more fully share and tell our story. That’s what this work has done for us.
Alison Howell, Co-founder, Foot Trails
We love your new brochure! You have portrayed South West England in a most informative and irresistible way. Congratulations to you both and to Sue.
Guest interviewee on seeing the refreshed brand
