Vendors line the halls of Fancy Food Fest

Finchtail

by Elizabeth Freeman on 04/23/2015 | 3 Minute Read

Sustainability has been a huge topic on our site this month in celebration of Earth Day. We've seen many innovative packaging designs and this is no exception. Designed by Believe in, a cool cardboard tablet stand is dressed in electric orange. Geometric dicuts embellish the front of the box while a perforated back makes it easy to open.

"Finchtail is a new company dedicated to (simple useful) things. Their first product is a cardboard tablet stand. Cheap to buy and sustainably made — in stark contrast to the sleek glass and metal technology that it’s designed to support. We sought to explore this juxtaposition through the careful interplay of language, design, print and materials."

"Every aspect of the brand experience reflects the strategy, and everything is delivered with precision and purpose. The marque is inspired by the tablet stand itself, while also connecting to ideas of travel, adventure and social living. Packaging is deliberately limited to black and white inks, while bright orange stock (inspired by the Finch's plumage) plays beautifully with the neutrality of the kraft board, leveraging distinctiveness and colour association. Language stays focused on being informative and helpful, while always conveying a sense of humanity."

"In addition to the brand and packaging, we also created the marketing materials, including a (simple useful) website and launch video. Finchtail attracted immediate interest from a global travel company, plus a listing in the Design Museum's shop (with an initial order that sold out in days)."

"With so much of the value in the design as opposed to the materials, it was important that the brand could support that value and tell the wider Finchtail story. Every aspect of the brand experience reflects and reinforces the strategy. Just like the products themselves, everything is simple, crafted and purposeful. The identity combines a bespoke logotype with a playful marque inspired by the tablet stand while also connecting to ideas of travel, adventure, and sociable living. The language is helpful and informative, and never loses its sense of humanity. The aesthetic is deliberately utilitarian, but with elements used throughout that add a degree of personality and emotion."

 

Designed by Believe in

Client: Finchtail

Country: United Kingdom


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