Date: June 2017
Client: Fig & Pickle
Campaign/project name: Branding (logo and colour strategy)
Background info & Company vision
Fig & Pickle. Smarter Living
Fig & Pickle was founded by a British couple who spent three years travelling the world with their children, homeschooling, visiting new countries and exploring new ways of living. It was founded on the principle that we all deserve a little more. With the hustle and bustle of life it is easy to neglect making homemade food, or neglect the joyous experience of eating together. Fig & Pickle aims to support you to enhance the experience of everyday life in your kitchen and home, be it a rainy day or a celebration!
At Fig & Pickle we curate and design home and kitchen products that are stunning to look at (some have even won design awards!), are functional and have a long life. Our job is to help you live smarter in a fun and proper way, and enjoy the kitchen and entertaining experience.
Founded by an architect, positive psychologist, army veteran, and teacher, Fig & Pickle focuses on excellent quality products that enhance the eating and drinking experience (we will not sell anything we will not use ourselves). In addition we want to help you to reduce waste and your carbon footprint by sourcing the right products to enable you to be more environmentally friendly.
We strongly believe in giving back and have partnered with Buy One, Give One. So every time you buy from Fig & Pickle, we support a child in Ethiopia by providing life saving access to water or providing teaching materials to a nursery.
Fig & Pickle is committed to providing high quality, unique, well designed products that are easy to use and a great addition to your home.
We are only happy when you are happy so every product we sell is backed by our lifetime guarantee.* If you need to return something, our friendly staff will make it really easy - we want to make sure you love the things you buy from us.
*subject to terms and conditions
What is required?
Company logo and colour branding.
Target audience/who are we talking to?
Single people, couples and families. Aged 25-45
Want new tech and the latest gadgets in home (eg kitchen) as well as at work (eg latest iphone/samsung) Do not want to compromise on design and innovation for gadgets, but don't want novelty, want things that will work.
Buys at Waitrose, John Lewis, occasionally Fortnum & Masons.
They feel really busy, experience joy but not always
Concerned about environment
They want to be happier
How do they currently think and feel?
For example - they bought the ingredients to cook a meal but forgot to buy the batteries for the kitchen scale so they are annoyed. Overall they are ok but know that they could be happier. They are frustrated that they don't spend enough quality time with their loved ones and wish for more experiences at home and outside. Love cooking and entertaining and wish they could do more.
Think- busy, focused, want more from life
Feel- frustrated, annoyed, occasionally angry.
I like cooking but I find it fiddly to use the kitchen equipment. I feel like I’m wasting time and effort.
How do we want them to think and feel?
That they are creating amazing experiences for their family and friends. They are the 'party king or queen' but do it without a huge amount of hassle.
They feel awesome as there are no last minute mishaps.
Healthy, full of vitality. Satisfied, happy, proud. They are a semi pro chef at home!
Fig and pickle are such a great company they help me with the right products in a fun and proper way, and they help and support me through education. I love them!
Personality: Innovative, different, supportive, their professional friend, caring (environmentally friendly).
If you were a car, which brand of car would you be? Audi- Professional, cool, sleek. Value for money. Desirable. Fast. Quality.
If you were an airline, which brand of airline would you be? Virgin- Reliable, on time, will sort out any problems if they come about. You can trust them, will get the job done. Quality for the price. Have a SWAT team ready to deal with any problem (When we were going to San Fran my son was sick on a seat and within 1 minute the air stewards came, and removed the seat and were gone. It was incredible to watch!)
If you were a supermarket, which brand of supermarket would you be? Waitrose- Slightly out of reach of the average person but they can go in and buy something. You want to shop there when you can. Part of John Lewis chain so trusted, valued, honorable, caring, excellent customer service. Will not rip you off.
Brand values: Professional, on trend. Desirable. Quality. Brings people together.
Brand essence: innovative, different, exciting.
Required design files:
Layered vectors in EPS & PDF
Screen quality JPEG & PNGs