As a ‘plug and play’ service with no need for installation engineers, landline or wires, we wanted the name and branding to reflect the ease of use that the product provides. We developed the name ‘Relish’ because UK broadband wanted to make accessing the web a more enjoyable experience.
A brand proposition that led the creative solution was then developed. ‘Liberating Londoners to do more’ focused on the user benefits of the product, rather than emphasising a message of ‘speed’ that many broadband providers in the market currently do.
The brand identity was driven by a set of illustrated figures representing the brands target audience ‘London’s Productive People’.
These figures bring the benefits of the service to life through the brand identity and embody the need to be productive, connected, entertained and mobile in London. We supported this with the design of the key service touch-points including packaging, user guides, case studies, literature and a brand film.
With the creation of a comprehensive brand toolkit and a broad range of component illustrations, we empowered Relish to deliver an exciting and eye-catching range of materials for their campaign launch and ongoing above and below-the-line activities.