Flannerys
Australia
Flannerys
Australia
There is no standard timeline for growing a business. For Flannerys, it was their 30th birthday when they transitioned from humble locally owned grocery stores to key players in the national organic food market.
There is no standard timeline for growing a business. For Flannerys, it was their 30th birthday when they transitioned from humble locally owned grocery stores to key players in the national organic food market.
Translating brands into environments
Ask any Queenslander about Flannerys and nostalgics will recall the large green buildings, happy staff and often strange smelling stores.
Ask any Queenslander about Flannerys and nostalgics will recall the large green buildings, happy staff and often strange smelling stores.
The date that the Flannerys story began is debatable, but it's safe to say it was during the 80's. Ever since Mr & Mrs Flannery opened the doors to their first store in Tweed Heads Australia, they have been supplying high quality, natural, organic and ethically sourced food.
Since these humble beginnings, new stores have opened up and local people have taken ownership. This localism saw the brand grow and evolve with charming hometown culture that made the brand great. Fluid and organic brands (no pun intended) can work and have a life of their own, but as organisations grow, more structure and boundaries need to be established to ensure calculated choices.
When change came to town for the Flannerys executives in late 2016, it was time to formalise the brand framework, evaluate the effectiveness of the brand visuals and help facilitate future growth.
Through focus groups and workshops we assimilated the Flannerys brand story which formed the foundation for all future communications.
The brand went through a refresh and developed graphic communications toolkits to facilitate change across a number of locations. The branding process was rolled into the bigger picture of opening a new flagship store and cafe at Victoria Point, Australia. This dramatically transformed the face of Flannerys, making the brand more accessible to everyone and creating a framework for future expansion.
Here's what the Flannerys Marketing Manager, Kate Lyons had to say about the process:
"A huge thank you to the Harmonica team – the passion, energy and commitment they showed to help us refresh the Flannerys brand was outstanding. It was fantastic to be able to partner with such a talented local design team – and to find one on the Gold Coast where our iconic brand first came to life was a true gem.
Kate, Rach and John fully embraced the brief and ensured the family history, values and belief we all have in making good, wholesome food available to all – shine through. Thank you – for the passion, understanding and long hours put into this project. Our team are immensely proud of what you have helped us create."
Through focus groups and workshops we assimilated the Flannerys brand story which formed the foundation for all future communications.
The brand went through a refresh and developed graphic communications toolkits to facilitate change across a number of locations. The branding process was rolled into the bigger picture of opening a new flagship store and cafe at Victoria Point, Australia. This dramatically transformed the face of Flannerys, making the brand more accessible to everyone and creating a framework for future expansion.
Here's what the Flannerys Marketing Manager, Kate Lyons had to say about the process:
"A huge thank you to the Harmonica team – the passion, energy and commitment they showed to help us refresh the Flannerys brand was outstanding. It was fantastic to be able to partner with such a talented local design team – and to find one on the Gold Coast where our iconic brand first came to life was a true gem.
Kate, Rach and John fully embraced the brief and ensured the family history, values and belief we all have in making good, wholesome food available to all – shine through. Thank you – for the passion, understanding and long hours put into this project. Our team are immensely proud of what you have helped us create."
Creating good business is collaborative
Brand positioning and strategy, visual identity, print design, icon development, art direction, spatial graphics, point of sale, packaging design - Harmonica
Photography - Two Birds Social / John Argyle
Signage Production - CV Signage Solutions.
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Contact
Thorvald Meyers Gt 30
Grünerkøkka
0555
+47 900 23 663
kate@moloneyme.com
Contact
Thorvald Meyers Gt 30
Grünerkøkka
0555
+47 900 23 663
kate@moloneyme.com
Aligning business
& communications
Looking to take an idea to the market, or in business already?
Get in touch to chat about design that goes beyond aesthetics.
Aligning business
& communications
Looking to take an idea to the market,
or in business already?
Get in touch to chat about design
that goes beyond aesthetics.
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