Froghop are food product development consultants. They help individuals and companies take their food and drink products from idea to finished product.
Challenge
Following on from the [decision sprint] session, it was agreed that the Froghop brand was in need of rejuvenation to make it more modern, lively, and will help them relaunch with a bang. Brew Digital were brought on to help guide a brand interrogation before giving Froghop a rebrand that touched every marketing asset.
Solution
We believe that good solutions can only be found with a thorough understanding of the problem. To that end we organised a discovery session with Froghop management to interrogate the existing brand, and establish why they feel it is falling short.
We then ran a number of activities with the team, including getting them to find brands they love and trying to articulate why the branding works, and choosing a fictitious character they feel personified the company. The second activity was particularly enlightening as, despite choosing different characters, they all identified the same traits as being synonymous with how they perceive the brand. Collaboratively, we then worked to expand those traits; thinking how they applied to the business, and how that is perceived by the customer. We subsequently polished that back until we were left with a very clear brand personality.
This was then taken by our designer, who first created moodboards to visualise that persona. Focusing on Froghop’s love of the process, and the brand’s fun, confident, conversational but knowledgeable persona, our designs used clear bold text and imagery of ingredients to emphasise the connection of food – and respect for the ingredients.
Once the creative direction had been signed off, we took those concepts and applied them to various contexts, including a redesigned logo, a new house style guide, and promotional assets.
Result
By taking the time to interrogate their values, their proposition, and their self-perception, Brew Digital was able to craft a new brand identity for Froghop that truly reflects their innovative approach in the food and beverage industry. The bold colour palette and vibrant imagery is fresh and modern, and provides a great foundation on which to build the next chapter of the company.
