Finchtail

Contributed by Exeter-based Believe in.

Finchtail identity

Finchtail is a new company focused on creating simple and useful products that are sustainably made. Their first product is an inexpensive cardboard tablet stand, and we developed their new identity, packaging and launch materials.

Initially we worked to define the brand strategy, based around the company’s desire to solve everyday problems with simple products that work well. The strapline (simple useful) things was adopted, along with a commitment to using fewer resources and better design.

Finchtail identity

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.

Finchtail identity

Finchtail identity

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.

The product and packaging are printed using only black and white inks, with a vivid orange stock used for the outer packaging. This plays beautifully with the neutrality of the kraft board, while creating a handy wallet for the stand to live in after purchase.

Finchtail identity

Finchtail identity

Finchtail identity

For retailers and bulk customers, a box of 12 stands doubles as a dispenser.

Finchtail identity

Finchtail identity

Beyond the brand and packaging, we also created a suite of launch materials, including a responsive website and printed literature. Additionally, we collaborated with London-based production company Thank You Mam to create a short stop-frame video that helps people to understand how the tablet can fit into their lives.

Finchtail identity

Finchtail identity

Finchtail identity

Finchtail identity

Finchtail identity

Finchtail identity

Finchtail identity

Finchtail identity

Finchtail identity

Finchtail identity

Initial business wins for the product have been encouraging. The Design Museum trialled it in their shop and promptly sold out of the initial order within a few days. En Route, a global travel firm recently featured Finchtail as one of its exciting new products at major travel trade exhibition in Hamburg.

The product is available to buy direct from the website — finchtail.com — as a single stand (£3), 6 stands (£16) or box of 12 stands (£30).

Believe in elsewhere on Identity Designed: Believe in.

View more work on the Believe in website. Follow the team on Twitter.

7 responses

  1. This is a nice identity, but this paragraph made me wince:

    ‘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.’

    Nothing about the identity says travel, adventure, or sociable living.

  2. Hi Luke,

    Actually my favourite bit of the identity is that the icon sits directly under the i in Finchtail, as if supporting the ‘i’ thing.

    Have a good (better) week ahead! Cheers.

  3. Although I like the visual identity (nothing spectacular though), I also support the remarks made above, I really doubt if this is supported by a strong business plan? I will check the company a year from now, but nevertheless wish them all the best. Greets from Belgium.

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