Branding | Brand Assets

Into Nature, a sub-brand of Retail Matters (www.retailmatters.co.uk) is a new retail concept predominantly aimed at pre-teens (aged 3 -10 years) focused on creating a fun retail shopping experience.  The business offers products that are both educational and fun connecting children with nature and the environment and plans on differentiating itself in the retail sector by aiming to generate curiosity and imaginative play.

Into Nature sought a marketing partner that could support them at an early stage of their development to design and develop a logo and brand assets that would appeal to their target audience and would clearly demonstrate the Into Nature proposition.

ATW spent time with Into Nature to fully understand the business vision, goals, target audience, placement and the overall ethos that the brand wished to convey.  The initial task involved creating options for a logo that felt friendly, had a fun element and was appealing to the curiosity of children in the target age group.

A colourful palette was researched and as the design evolved elements of nature and animals enhanced the creative journey.   At an early stage of the process market research was conducted with children of a similar age to that of the target audience and feedback was recorded and incorporated into the creative process. This ensured the logo had an appeal to the inquisitive nature of children.

Into Nature were provided with three stylistic versions to review with one option subsequently selected to refine and develop to a final stage. Once approved the logo was carefully tested in different media and formats, across multiple devices, to ensure it worked effectively for both online and offline requirements.

In parallel, ATW developed a brand palette of colours and imagery to be used in the design and development of new brand assets (graphics).  These final designs will be used either as entrance graphics or wall graphics within retail concessions and were to reflect the product range of the concession covering animals, nature, dinosaurs, ocean and geology.

The final logo is designed to be playful and fun.  The colour palette used is vibrant and appeals to the inquisitiveness of children.  The subtle additions of a leaf and bug into the logo design highlights the ‘nature’ element of the brand along with the added sense of adventure and play.

The visuals created for the brand assets bring to life the elements of nature which were set out in the original brief.  The introduction of two children as young explorers or ‘brand ambassadors’ create a relationship between the brand and the audience.   These graphics will be displayed seamlessly across all online and social media channels, point of sale materials, ticketing, external and internal signage.

“Into Nature is a new concept to market and we were keen to work with an established agency that understood our vision for the brand and design something fresh and fun. ATW have done just that and designed a highly creative and inspiring logo that is natural and appealing to our target audiences. The collaborative nature of the team at ATW meant we were on the journey with them from the start; they fully understood the brief and achieved the end result we were looking for. We are delighted with our fantastic new logo and brand assets.”

Christine Prescott, Chief Executive – Into Nature

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