The Feather Company are a specialist manufacturer of luxury feather and down bedding. Collaborating for around two years, we helped them evolve their existing brand, bringing their niche products to life and launching a new, full-service eCommerce website. By identifying and celebrating the core principles inherent within the business, we have introduced a premium visual language to work alongside a refined product portfolio, increasing brand loyalty and driving +300% on sales.
Working closely with the manufacturing team, we designed a new identity system that focused on the products themselves. By stripping everything back, we communicated the messages at the heart of the brand; the products are hand-made using generations of experience, the materials are rigorously selected from responsible, cruelty-free supply chains, and that the business is entirely family-owned. These three principles quickly became the backbone of our approach.
The visual identity took the form of two distinct brand marks, namely ‘The Feather Company’ wordmark and the ‘TF’ symbol. These assets work interchangeably across a variety of applications, helping the brand feel considered in every setting. Restrained use of colour also helps to champion the products, pushing the attention back onto the materials and craftsmanship. We then used our newly defined brand proposition to establish a set of essential customer journeys, which plotted each step in the consumer and B2B buying process. From here, we were able to identify and design each touchpoint — from initial website discovery to product portfolio, photography, packaging and other printed materials such as receipts, returns, labels and swing tags.
