Impactful visual identity showing the power of clear communications. We designed a brand for a creative agency for charities and ethical businesses.
We helped The Foods of Athenry to refocus their brand purpose and modernise their visual identity. Our tasks included overhauling their logo and the look of all product ranges to create a more memorable brand.
A couple of crucial issues emerged through our research: the brand lacked a focused purpose and consistent visual identity. We also explored the company’s history, customers and competitors.
There are many established brands in the free from baked goods sector. We helped the The Foods of Athenry team gain a better perspective on areas to improve by deeply analysing competitors’ branding and design approaches.Learn about Brand Purist’s brand research service
One of the key challenges of the project was evolving the brand while ensuring its heritage and soul was retained. We worked closely with the team to define the brand identity, including: core purpose, values, personality, positioning and vision.Learn about Brand Purist’s brand strategy service
The founders had personal experience of struggling to find tasty products that were free from artificial and allergy-inducing ingredients. This had led them to create healthy, delicious treats for themselves. We made sure this shaped the brand from the start.
The concept of enabling people to experience food freedom became the brand’s purpose. And we brought the business’ positive values into the centre of their brand identity. The Foods of Athenry is invested in people, family-oriented, caring and health-conscious. Staying true to their roots is a key ingredient in the brand’s distinctive charm.Learn about Brand Purist’s brand purpose service
Our visual research resulted in a long list of improvements to the overall look of the brand. We addressed inconsistencies across all facets of the design by:
We modernised the farmhouse mark of The Foods of Athenry’s logo. We also refined how the name appeared next to the mark, to make sure the balance was right. The new logo played a pivotal role in redefining the brand’s positioning, lifting its image and perceived credibility.Learn about Brand Purist’s logo design service
Some elements of the existing visual identity were diluting the brand. We identified features to keep, and reinvented the look based on a single typeface and a handful of brand colours. We reserved purple for the overarching brand and assigned unique colours to each product to give them personality.Learn about Brand Purist’s visual identity service
We needed to create a more coherent look for the whole product family. Bringing the designs closer to each other was intended to help consumers identify product ranges easily on busy shelves.Learn about Brand Purist’s packaging design service
We wrapped up the project by producing a detailed brand guidelines document. This covered: brand identity, core values, naming, taglines, logo usage, typefaces, font sizes and weights, information hierarchy, packaging layouts, photography style and rules, colours, Illustrations, symbols and more.Learn about Brand Purist’s brand guidelines service