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Faye

How does a sister-brand stand out in a crowded marketplace?

Paul Valentine Group approached us at a turning point for their businesses. Their multi-million pound Faye brand had grown dramatically, and they wanted us to take them to the next level. In an ultra-crowded and highly competitive marketplace.

We saw a huge opportunity to develop a strong strategic positioning for the brand. This allowed their newly expanded team to seamlessly bring the brand to life, in turn giving the owners the space to focus on growing their other brands.

WHAT WE DID

Strategy.
Positioning.
Identity.
Packaging.
Brand Guidelines.
Web & Social.

OUR RESULTS

22% SALES UPLIFT.

OUR RESULTS

£5MILLION+ IN
INCREASED SALES.

OUR RESULTS

6% SALES UPLIFT.

Before
Before
Before
Before
Before
Before
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Faye specialises in fast-fashion jewellery and is the brainchild of German self-made entrepreneur siblings. They also created Paul Valentine, known for its affordable, iconic watches. Both brands grew rapidly via social media and influencer marketing, experiencing phenomenal success.

Before
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Thanks to our research, we discovered the word ‘vegan’ could often be off-putting to some flexitarians. So we made the brand celebratory, revelling in the vibrancy of plant-based foods that are just as tasty and flavoursome as non-vegan alternatives. It was about promoting full-on flavour, never a compromise or lack-lustre meat substitute.

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To really get under the skin of the brand, we immersed ourselves in the competitor landscape, carrying out stakeholder workshops in Germany to find out what makes them unique. We engaged with all departments, from design to supply chain, to discover the brand’s DNA and get everyone behind the new brand strategy.

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Our Proposition

Real self belief.

Created to accentuate and 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.

We created a new identity for Faye, using the shape of speech marks in the logo to represent self-expression and emphasise the self-affirming tone of voice. To represent the audience of the ‘Faye sisterhood’, all photography and illustrations were natural and unedited, a celebration of diversity and individuality.

Packaging design of mango sorbet lollies
Packaging design of strawberry sorbet lollies
Packaging design of strawberry sorbet lollies
Packaging design of strawberry sorbet lollies

Thanks to our rebrand, Faye now represents and celebrates female confidence, quirks and contradictions… unapologetic and unfiltered.

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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.

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Dynamic content image from a design case study
All videos by Fresh Cut Creative freshcutcreative.co.uk
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full-on FLAVas.

Our impactful, colourful photography evokes the energy of the brand, bursting with life and vibrancy.

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THE book
OF FAYE.

We designed a comprehensive brand book, so the internal team could immerse themselves in the new world of Faye. Beautifully designed, the layered transparent pages reflect the layering of Faye jewellery, a tactile brand book, it has a premium magazine feel, that audiences will want to engage with and keep.

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SUSTAINABILITY: All tied up.

To complement their empowering brand values, we designed a fabric tied bag for product packaging, which could be reused as a scarf, hair tie or bag accessory. This added an eco-conscious element, demonstrating their commitment to making a positive environmental change.

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Belief in a brand.

The new Faye brand has now launched, and the team are doing an excellent job of bringing the brand to life. The brand book and strategy we devised are working in perfect tandem to evoke a strong brand oozing with confidence.

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Zest for Life

A suite of flexible bold background colours gives the brand modernity, whilst allowing appropriate differentiation across SKUs and categories.

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We have created a pure and simple identity, with a cohesive suite of brand assets appropriate for different aspects of “Wellness” providing the appropriate flex for future growth.

Launched in late 2020 with the impact of Covid ongoing, UK consumers are still under lockdown restrictions. It’s early days but the range proves to be a success as customers crave a little Wellness and tranquillity at home.

Our new brand identity has energised Little Angels, which continues to go from strength to strength. As well as products and packaging, the design has been rolled out to point-of-sale in-store and on the new Asda Baby Club website, for a full brand experience.

Back to work.

Dig deeper into this project with
Sara
.
Sara Pollard
sara@our-creative.com07796 457922