'Fixt' on branding
fixt is a new amazing, effective, all natural and all healing cream gel on the market.
Photo courtesy of fixt
"A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another." – Seth Godin
Sublime’s approach
How do you get people to choose your product over the others on the market? How do you inspire loyalty? Make an incredible product, that works. And present it to the world as the most effective and trustworthy one available.
The contemporary look and feel inspires confidence in the quality of the product, appealing to both men and women. The brand is used primarily on packaging and the website.
The client
Fixt is the latest product to be made by Auckland-based Leanne Franklin, a real life horse whisperer, who has been refining her incredibly effective and natural creams and gels over the years. With so many products on the market for all sorts of aches and pains, she was set on developing an all natural multi-purpose product and fixt is the result of her research and development.
The logo
We wanted to convey the client's core values for her brand: reliability, trustworthiness, effectiveness, friendliness and ethicality.
How did Sublime do this?
Colour
Simplicity was key. We didn't want the product to look 'new agey', nor like medicine. Neither masculine nor feminine. And to be transparent – with nothing to hide. The result is an elegant yet modern black and white brand.
Typeface
We customised a typeface, linking letters yet were mindful of maintaining the openness. The typeface needed to convey friendliness as well as effectiveness.
Shape
The 'drop' icon is a drop of cream gel with two stylised ‘F’s inside making up a cross representing the healing properties of the product. The cross also creates a leaf shape, representing the natural ingredients of the cream gel.
The icon has been placed so the cross bar of the ‘cross’ lines up with the ‘t’, tucking in to make a tidy visual unit.
Usage
The brand is used primarily on packaging, though has proven adaptable across all media including the website. Although tempting to use a lot of imagery, the client has designed her website to be simple, clean and easy to get around.
Application
The New Zealand-wide customer base has embraced this amazing product and customer reviews of the fixt have been 100% positive.
Creating the new brand was a seamless process – no remedies required!
View a selection of Sublime Design's logos here. Stock up on your own stash of fixt on their website.