Squad Rebrands Gretna Green with a 21st Century Love Story

Jul. 22, 2025

Creative studio Squad worked with Gretna Green on an extensive brand transformation to expand its vision from a world-famous wedding destination to an experiential village, appealing to a broad range of visitors. 

Famous for runaway weddings, dating back to 1754, generations and generations of couples have eloped to its famous blacksmith’s shop to get married over an anvil. Gretna has appeared in films and TV shows, like Coronation Street and Downton Abbey, and is also central to the story in Jane Austen’s novel Pride and Prejudice. Today it is the marriage capital of the UK, facilitating nearly 4,000 ceremonies a year, and was named within the top three destinations globally for couples seeking to elope.

Five generations of the Houston Family have run Gretna since 1885, and now under the leadership of Executive Chair John Holliday, it is transforming. Squad worked with Holliday to develop a future vision for Gretna Green and as a result, the business approved the work, fully delivered by Squad, as part of an £8 million investment to reimagine the entire visitor experience.

The major revamp is transforming Gretna into a village for global visitors to eat, drink, stay and explore, as well as marry. As part of this, Squad has repositioned Gretna with a new narrative: the little village on the Scottish border with a big story of love and escape to share with the world.

The visual identity, also by Squad, is underpinned by the pillars of passionate love, fiery craft and Scottish hospitality embedded in four centuries of rebellious romantic history, and delivered with a contemporary spin. The identity takes the characteristics of a traditional village reimagined for 2025, marrying tartan and traditional shop signs with the modern revival of craft and local produce to create an entirely unique destination for modern marriage.

Rob Gray, Strategy Partner, Squad said:

“Gretna Green is full of rich, human stories just waiting to be told, it’s a dream business to work with, because everywhere you look there’s gold dust. We don’t need to make Gretna part of culture, because it already is”

 

David Barraclough, Creative Partner at Squad  added:

“Our challenge is to help the business shape a clear vision that will guide the direction of the site and the brand as they develop in unison, and that can clearly translate across the redesign, from the branding to the interiors.”

 

The redevelopment is already underway with the recent reopening of the Runaways cafe. The first phase is due for completion in Spring 2026, including new and expanded facilities with a working blacksmiths shop, complete with its own forge, celebrating the horseshoes handed to happy couples down the years. 

Olly Rolfe, COO at Gretna Green, said:

“It’s an incredible moment for Gretna Green, as we reimagine four centuries of history into a 21st century visitor attraction. Working with Squad has been integral to our business transformation as we embed a new vision and brand at the heart of the redevelopment.”