The logo
The process started with a workshop to gain a deeper understanding of the business, beyond being a customer. We talked to various members of staff and other customers to find out what Macknade meant to them to ensure we captured this.
With the focus being on future plans, we had to create a logo that was timeless, effortless and simple. With that said, having such deep roots, it would be criminal not to reference the strong heritage within the identity. To achieve this we created slight curves within the inside of the typeface giving the logo a subtle warmth and softness, whilst the serif on the letters ‘M’ and ‘A’ reflects the iconic oast houses of the Faversham landscape and the business’s agricultural heritage.
We all know it doesn’t just stop with a new logo. From here we created a full set of brand guidelines to ensure consistency of all marketing materials moving forward. This included new in-store signage, vehicle branding, exterior signage and various POS items.
The website
Whilst we continued with the identity roll out, we also focused on Macknade’s online presence. User experience should be one of the earliest considerations in any website project, but in this case, it was absolutely integral. As you walk through the food hall, you are met with a massive array of fine foods. In-store, customers are given the opportunity to browse and enjoy this experience at their leisure and as such, the online customer should be able to do the same.
The strategy we created for the user experience influenced each part of the project, from initial planning of the sitemap, to creative signposting and developing an intuitive tagging and categorisation system.
Instead of being seen as an extension of the business, the website fortifies the brand experience as a champion of fine foods and the community in which it is so deeply rooted.
