150 years ago, Paul Gardner’s great-grandfather started Gardner’s Bags: a miscellaneous treasure trove of a shop, stocking all kinds of different paper bags and market sundries.
It has remained in the family since then – passed down to his grandfather, then to his dad, then his mum, then him. Paul took it on the day he finished school and hasn’t stopped since. “It’s all I’ve ever known,” he says.
As a business, Gardner’s sells to all kinds of buyers: bagel bakeries, vintage clothes shops, city farms and film productions. Last year, however, the shop was forced to move from its original location in Spitalfields, east London, due to rising rents. All of this came at a time when Covid-19 was already having a devastating impact on businesses across the country.
But Paul – who’s known locally as ”the paper bag baron of the East End” – is not to be deterred. In a new location five miles further east, and with the help of his son, Robert, he’s writing a brand new chapter in his shop’s unique and colourful history. “It’s great working with Robert,” says Paul. “He’s brought us into the 21st century whereas I was still in the 18th century beforehand.”
“It’s gone through the generations,” he continues. “I think he just wants to keep the heritage of the business carrying on, really. Which is very nice.”
A redesigned logo that celebrates that story, courtesy of 99designs by Vistaprint, has helped create a new visual identity, as Paul’s paper-bag empire digs in its heels in and stakes a claim for the future. In the words of his mum: ‘When one door closes, another door opens.’ It’s a motto they’ll continue sticking to for generations to come.
By Design is an editorial series created with 99designs by Vistaprint, in which all participating businesses receive a design makeover, as well as a financial grant to help them embark on their next chapter. Read more stories from the series here.
Take a look at the other 99 small business design makeovers on 99 Days Of Design.
The new Gardner’s logo was created by forenoon on 99designs by Vistaprint.
Enjoyed this article? Like Huck on Facebook or follow us on Twitter.
Latest on Huck
Bobby Gillespie: “This country is poisoned by class”
Primal Scream’s legendary lead singer writes about the band’s latest album ‘Come Ahead’ and the themes of class, conflict and compassion that run throughout it.
Written by: Bobby Gillespie
Vibrant photos of New York’s Downtown performance scene
‘Balloons and Feathers’ is an eclectic collection of images documenting the scene for over two decades.
Written by: Miss Rosen
Picking through the rubble: Glimpses of hope in the US election results
Clambering through the wreckage of the Harris campaign, delving deeper into the election results and building on the networks that already exist, all hope is not gone writes Ben Smoke.
Written by: Ben Smoke
US Election night 2024 in Texas
Photographer Tom “TBow” Bowden travelled to Republican and Democratic watch parties around Houston, capturing their contrasting energies as results began to flow in.
Written by: Isaac Muk
In photos: “Real life is not black and white” – Polaroid x Magnum Open Call winners
See pictures from the competition organised by two titans of contemporary photography, which called upon artists to reject the digitalisation and over-perfectionism of our modern world, technology and image-making.
Written by: Huck
In photos: Rednecks with Paychecks
‘American Diesel’ is a new photo series that looks at the people, places and culture behind the stereotypes of rural America.
Written by: Ben Smoke