Sibling owned; Paul Valentine Group approached us at a turning point for their businesses. After 2 years of exponential growth, our job was to take the multi-million pound Faye brand to the next level within a competitive and crowded marketplace.
We grasped the opportunity to develop a strong strategic positioning and brand guard rails, which allowed their newly expanded team to seamlessly bring the brand to life, ultimately giving the owners the capacity to take a step back and focus on the next opportunity for their growing brands.
Self-made, entrepreneurs, the siblings started the company from a bedroom, instinctively knowing their target audience. They created two brands; Paul Valentine, known for its affordable, iconic watches and Faye, specialising in fast-fashion jewellery. Both brands grew rapidly via social media and influencer marketing, experiencing phenomenal success.
A collaborative client workshop uncovered the underlying feeling that “Vegan” can have many negative connotations, off-putting to a flexitarian consumer. Our brand should be celebratory, revelling in the vibrancy of plant-based foods that are just as tasty and flavoursome as non-vegan alternatives – this should not feel like a compromise or lack-lustre meat substitute.
We immersed ourselves in the competitor landscape and the world of their consumer, conducting multiple stakeholder workshops in Germany to get under the skin of the brand's core values and what makes them unique. It was important to engage all departments from design to supply chain, to gain valuable insight and inspire the team with the new brand strategy.
Created to accentuate & accessorise your body beautifully, so you feel confident and chic at all times. Designed with real women in mind who possess both beauty and strength.
The identity created for Faye uses the shape of speech marks within the logo to represent self-expression. Those speech marks accessorise the self-affirming tone of voice used, adding a personal touch to the brand. We strived to truly represent the real women of Faye, “the Faye sisterhood” with the photography and illustrations of natural, unedited women, celebrating diversity and individuality. This is how they wear Faye, in their own way.
Faye now represents and celebrates female confidence, quirks and contradictions. Faye jewellery is curated with real women in mind who possess both beauty and strength. The collections beautifully accentuate & accessorise the female form, inspiring confidence and real self-belief.
By adding ‘Your’ to the brand name, developing a more personal tone-of-voice, and focusing on a human-centric photography style, we created a collection of own-able brand assets that showcase the one-to-one service Your Engine Room provides. To pay homage to the original logo, the cog was pulled into the imagery and the graphics were evolved to become softer and warmer, effectively symbolising Your Engine Room's vision of being an integral part of their clients team.
Our explosive and dynamic photography style evokes the energy and excitementfor the brand.
As part of the transition into the new brand, we designed a comprehensive brand book. The magazine-like document was beautifully designed and contained all the crucial information required for the internal team to bring the Faye brand to life.
Along with their powerful brand values came their desire to make a positive environmental change, demonstrating an underlying eco-conscious ethos. The fabric tied bag we designed for the packaging showcased this philosophy perfectly, allowing it to be reused as a scarf, a hair tie, or perhaps a bag accessory.
Faye. Wear it your way.
The new Faye brand has just launched, and the team are doing an excellent job of bringing the brand to life, utilising the brand book and strategy that we have put in place. We’re excited to see the results from these efforts.
A suite of flexible bold background colours gives the brand modernity, whilst allowing appropriate differentiation across SKUs and categories.
The new brand identity has energised the category, with stronger brand ownership it continues to be a success. The design is now executed across POS in-store and the new Asda Baby Club website, providing a full 360 brand experience.