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When Fabric Library approached us, they had a strong heritage, however their market perception had declined significantly, losing vast amounts of… Read More
When Fabric Library approached us, they had a strong heritage, however their market perception had declined significantly, losing vast amounts of market share. On an analysis of the brand and market, we immediately realised that there was something special not just in Fabric Library’s strong brand heritage but in the fact that their experience talked to them being a library not just of fabrics but of knowledge and capability. That gave them the credibility to be intimately involved in the design process - to become the place designers go for inspiration at the very start of a project. Fabric Library's portfolio was then identified as being the fundamentals to any design scheme. From this insight, we saw an opportunity to position Fabric Library as the fundamentals of design and own the design process. From this positioning, we came to the pay off line: “the starting point of design” which spoke directly to our positioning within market. In creating the new CI, I used a recognisable and fundamental symbol to fabric design - the fabric swatch - to create the Fabric Library icon, reminiscent too of a healthy stack of books upright and at angle. We used a modern version of the old font to maintain heritage and introduced a vibrant colour palette. This new, fresh CI was rolled out across all touch points from communications collateral to sample books. Read Less
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