Fiftee - Brand Pack

Fiftee is a new brand entering the highly competitive online fashion market. Focusing on eco-friendly and ethically sourced fashion items, Fiftee was seeking to identify its unique brand and solidify how it would be viewed by the world. We’ve become a long-term partner for this ambitious Irish brand to work with them to develop their overall digital strategy, becoming a part of their team. Our first challenge was to help Fiftee develop who they are and how they plan to present themselves to the world.

Developing identity

The first step in the development of Fiftee’s new brand strategy was to define who Fiftee are and who they serve. This is a key step for all that follows as it lays the foundation for Fiftee and their brand ambitions. We then combined this detail with Fiftee’s brand ideals, mission, value proposition and shared values to form a unique platform for our client to base their business brand on.

The essence of Fiftee was extracted from this work. To build a definitive brand position with them. A unique tone. This then formed the foundation for the pared-back design and creative routes that form a central part of their brand.

Once the groundwork was in place and signed off, we started work on developing Fiftee’s visual. This included working with them to develop a logo, colour palette and typography to capture the essence of who they are.

Visuals

The strategy for Fiftee’s visual identity was to develop a simple yet identifiable brand visual. The goal was that the visual branding stays true to the authentic nature of the brand. Confident, clear, concise and human. Leaving behind the trimmings other brands use.

The use of this simple approach allowed the team to create a unique atmosphere; calming and focusing on only what’s necessary. The visual identity contributes to a connection with a different way of living, a lifestyle choice where the environment is seen as a guiding factor.

Some time was taken in the selection of Fiftee’s colour palette, in order to help balance their values as an eco brand, but also as a fashion company. A combination of a Primary brand palette to run through every part of their business and a secondary brand palette to touch on colour trends and seasonality was developed to achieve this balance.

Logo

Fiftee’s simple text logo accurately reflects who they are as a brand. The no-nonsense text has an edge of design with its curving lower case lines in Acherus Militant font. Balancing well their desire to be at the heart of basic fashion trends.

Colour

The sage green, white and black of their primary palette form the core of Fiftee’s brand and will echo throughout all they do. While their secondary palette of saffron yellow, classic blue and flame scarlet are transient secondary colours which will change as trends change. The combination of secondary and primary colours gives Fiftee the ability to express their creative nature as a fashion brand while keeping a core of simple expression.

Typography

Two styles of text will appear throughout Fiftee. Oswald and Maven Pro fit perfectly to the look and feel of what Fiftee stands for. Fiftee have an ambitious goal to run their business almost exclusively paperless. This made the selection of fonts important as it must appear consistently throughout various platforms and social touchpoints.

Brand Pack

We combined the information from this highly collaborative process together in a ‘brand pack’ for Fiftee to use as a reference point in all their activities.

Externally, the brand pack will form the basis for all visuals, communication and content styling for the brand going forward. This will ensure that any promotional activity will maintain a unique consistency for the brand that, in time, will help Fiftee become an easily identifiable business.

Internally, the brand pack forms the essence of who Fiftee are. Touching consistently back to their values and ambitions. This forms the perfect reference tool when defining project goals, brand ambitions and introducing new staff or collaborators to the brand.

Challenges

The biggest challenge in defining a brand pack are the early stages. However, this groundwork in laying down who your customer is, who you are and how you want to show up in the world is incredibly important. Having this reference point to always look back to gives an ideal position to build consistency throughout your business while becoming easily identifiable to your customers. With so many visible touch points for customers through websites, social media and google searches, consistency of message and tone throughout everything you do as a business is incredibly important.

What next?

We’re continuing to work with Fiftee to develop their business. The work we have partnered on so far forms the bedrock of their digital strategy going forward; new website, social media strategy, customer interaction.