Focusing a portfolio
The Tabletop Company, a Nottingham based ceramics company, had acquired the iconic brands Mason Cash (mixing bowls) and T.G. Green (striped Cornishware) and also had its own gifting and dinnerware ranges. They were under price pressure from Asian manufacturers and needed a clearer consumer focused strategy, more coherent brand portfolio and a way to bring their diverse own branded giftware ranges together.
We researched the market through retail audits and interviews with retail buyers. Then worked with the senior team at Tabletop to clarify the brand portfolio, products and messages. This resulted in a second project to create a branded giftware offer to bring their diverse products together.
We named the new giftware brand Three Wishes and positioned it to have mass market appeal and guide people to a safe choice. We developed the brand idea of ‘human warmth’ as that’s the feeling great gifting gives, with personality traits of ‘touch’, ‘bubbly’ and ‘a smile’.
We created the visual style for the brand with a butterfly logo created from a ribbon. The visual style was taken through to packaging with on shelf standout, and we created an identity system and style guidelines to inspire their internal designers to develop new packaging each season in line with the brand.
Three Wishes was well received in the market, so much so it was acquired by a major competitor within a year.