Evolving a global icon through strategic design thinking
In an international pitch, we were tasked with developing a comprehensive brand design system for Fisherman's Friend. The challenge: creating a unified global design framework that strengthens brand recognition while maintaining flexibility for diverse markets. Our approach focused on identifying and amplifying distinctive brand assets, establishing clear design principles, and creating systematic guidelines for global implementation.
The core of our solution centered on identifying and amplifying Fisherman's Friend's distinctive brand assets - from their iconic stripes to unique color systems. Through collaborative analysis and strategic workshops, we developed a comprehensive framework that strengthens brand recognition while enabling creative flexibility. Our approach focused on evolution rather than revolution, ensuring the brand's heritage remained intact while building a system robust enough for future market demands and digital transformation.
The resulting design system provides clear governance principles while maintaining creative freedom for diverse market needs. We established hierarchies for brand elements, developed flexible application frameworks, and created systematic toolkits for global implementation. This strategic foundation now enables consistent yet adaptable brand expression across all touchpoints, from traditional packaging to digital platforms, supporting Fisherman's Friend's continued global growth and market presence.