While many businesses are wary of expanding during a recession, others find that expansion is the best way to keep moving forward. For Punkin Patch, a popular US purveyor of upscale infant and children’s furniture, the UK seemed like a logical next step.

What made the UK such a prime market for Punkin Patch? The company noticed that there were few options for unique nursery furnishings in the UK, even in large markets such as London. While there are many affordable options, such as Mothercare, many consumers longed for more fanciful and upscale furniture for their children. Owner Toks Aruoture saw this need and moved in with an online boutique that brought upscale American nursery goods to people all over the UK.

The online boutique not only functions as an internet store; it also has free room design services that make it easy to plan a luxury nursery or give your child the bedroom they have always dreamed of. The offerings include celebrity favorite brands as well as handmade furniture and monogrammed baby gifts. While this sounds like standard upscale baby boutique fare, the unique factors of the brand are the wide availability and the massive use of the media for marketing and branding.

While many new boutiques may announce their expansion through traditional advertising, Punkin Patch chose a less traditional but more effective route. In just a short time, the store has been featured in the British media more than one hundred times, from television shows to blogs to well known magazines. The business even was featured on popular BBC show DIY SOS and is now a supplier for 60 Minute Makeover.

So far the brand has found success in the UK to say the least, becoming somewhat of a media sensation. Part of this brand appeal is due to the lack of competition in many UK markets, but part is due to the professional logo design. The logo design features the boutique name written in a scrolling font that suggests old fashioned charm and tradition. Rather than a pumpkin patch, the image is of rabbits frolicking in a garden, which is cutesy and appropriate for the type of furniture offered. The tagline, ‘Where whimsical rooms are born’, hints at the high quality and unusual selection of the products.

One of the best parts of this clothing logo design is that it is not colour dependent. It is often shown in black and white, but the current colour scheme on the website is a modern and stylish brown and blue. The logo is shown on the site in this colour scheme, creating a thoroughly branded and coordinated feeling. The lack of a concrete and permanent colour palette is a risky move for the logo design, but it allows the company to change with fashion, remaining modern and relevant while keeping the same basic logo.

What does this mean for UK companies? First, it shows how tapping into underserved markets can lead to success. Second, this is a good example of using the media for free and low cost marketing. Last, it shows how powerful a good logo design can be and the ability of a single image to appeal to customers in very different markets.