Tautenay
Agricultural brand strategy
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Agricultural brand strategy
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Tautenay are consultants providing research, analysis and insight for agriculture, fisheries and food. They advise government bodies in the Channel islands and the UK mainland on industry best practice, animal welfare and the environment. They approached design studio Superfried to develop their brand strategy and identity.
After the research and discovery stage it was established that their identity should allow for growth and be sufficiently versatile to cover both their marine and land based work. Many routes were investigated such as typography and geographical connections associated with their locations and name. However, it was felt that an animal was required to convey their passion for nature.
Selecting a suitable species could be challenging to cover their land and marine based work. After some initial exploration it was the client that proposed the solution – the rather distinct Curlew. With a penchant for residence in coastal wetlands and the occasional crab for dinner, our long beaked friend was the ideal candidate.
Working on the marque, the abnormally long beak would provide immediate recognition. This allowed freedom to explore more fluid and expressive illustration styles. For elegance the illustration was based on a photograph of a Curlew looking backwards over its shoulder. This led to a more compact and consistent form. It also allowed for elegance to be reinforced via the use of parallel paths for its beak and back. To maintain simplicity, the main body of the bird was developed using just three overlapping paths. The fluid nature and adjusting line weight also alluded to their marine based habitat.
With regards to the logotype the delicate style and variable line weight of the logo would sit better alongside a serif typeface. This would also establish the desired professional perception and positioning required for the brand. However, serif typefaces can feel too traditional and potentially unapproachable. Slab serifs can feel less formal, but lack elegance. After some research, Novela by font foundry Atipo had the perfect balance. The softer serifs and junctions create an approachable feel whilst still retaining a sophisticated presence.
Using this as a base numerous amends and refinements were made to create a bespoke logotype with a light, clean and modern tone. This included reducing the scale of the serifs, simplifying the dominant lowercase t and reducing the width of the uppercase T. This helped to optimise and balance the typography throughout leading to a completely unique word marque – sophisticated, confident and approachable with personality.
For typography, Novela was retained for headlines + key massages. However, for body copy a sans was sought to continue the softer, modern approach. Sans typefaces do have the potential to be bland or a bit cold. So in keeping with Novela the solution required personality. After testing numerous options the answer arrived from the same type foundry.
Strawford is versatile covering seven weights. Despite being a sans serif, Strawford is full of character and subtle nuances. These details give the typeface a softer appearance, whilst still remaining clean and modern. The addition of curved, soft junctions and use of a traditional lowercase ‘a’ make Strawford a perfect partner for Novela.
Looking at the palette, to coincide with their work shades of green, brown and blue were explored. Via testing, it was a stormy, muted set of blues that prevailed – resonating well with our Curlew and the British climate. With the palette in place, marketing collateral and templates could be developed to cover social media, stationery, presentations and reports.
