• Branding
  • Print Design

Elimayboo sell a range of antiques and collectibles with a focus on sourcing items for a contemporary home with timeless character.

We worked with Elimayboo to develop a new brand identity to coincide with the launch of their first physical store. We wanted to create a brand that felt fresh and modern while adding a sense of timeless character. Using a series of coloured patina backgrounds and a distinctive logotype, we nodded to both past and future to create a brand that stood out from their competitors in their market town location.

  • Branding
  • Print Design

In November 2019, we decided to open a shop retailing Antiques, Interior and Collectible items. This was to complement and work alongside a successful eBay business that we had been involved in for fourteen years. Middle Name were recommended to us. From our first conversation, we felt completely at ease, positive that they would be able to guide and advise us through the necessary promotional and marketing aspects of launching a new retail business in a busy and competitive environment

Through many conversations and extensive, pertinent research they pinpointed where our business fitted into the marketplace and were then able to work on our logo, promotional text and the colour palette that best encapsulated our brand and set us apart from competing businesses. They were always attentive to our own ideas and in tune with the way we wanted our business to be featured within the town.

If you are looking for a competitive, conscientious and inspirational partner to work alongside you to fulfil your business needs, we have no hesitation in recommending Middle Name.

Elaine and Mark McArdle, Founders

More Work

Game Day

A bold and playful brand for a new and unique London day out.

Edmunds Cocktails

A contemporary and bold brand for a range of classic bottled cocktails.


A full e-commerce redesign for one of Europe’s fastest growing menswear brands.

Northwick Wares

Branding and packaging for a high-end homewares brand embracing the beauty of imperfection.