Frugi

Corporate/Brand Identity
Design & Implementation costs under £100,000
Absolute

2. EXECUTIVE SUMMARY

Cut4Cloth was the brainchild of Lucy Jewson, whose concept was to create organic baby clothes that would fit over washable cloth nappies. The company swiftly established an enthusiastic customer-base with a turnover of £62K in year one. Lucy's ideas for other child and mum-friendly organic products emerged and the opportunity for growth was obvious. However the team faced an uncomfortable dilemma – although Cut4Cloth was seeing a good increase in sales year on year, it was becoming apparent that they had reached a plateau with the product lines and that their existing brand was restricting any further growth. They were questioning whether they should continue with a brand name, a corporate concept and look and feel that worked for the original nappy concept and had served them well? Or should they radically alter their name and brand to fit the expanding product lines?