The object of our brief was to consolidate a visual identity in transition. The Primary brand identity had already been created and was based on delivering a unique, packaging solution. However, his fell short when being developed as a wider communications tool kit and so it was therefore necessary to create a Secondary brand pallet in order to form the glue to knit these elements together.

Our approach was to build out from the loose brush strokes that sit at the heart of the packaging concept and create a structure around that using an extended palette of fonts and colours. The Primary brand elements form the spine of the visual identity, with the Secondary elements adding texture and variation, allowing it to live comfortably across many brand touch point.

By locking these elements down to a clear set of guidelines, we established a visual identity that was broad enough to be rolled out through a digital marketing campaign as well as print and packaging and a website which has become the brand’s primary sales platform.