Pattern and texture elements add character, distinction and style while providing originality and consistency to a brand. 

Our branding concept for Slate reflects the process of discovery and the sensory and tactile nature of individual cheeses. There are many ways to visualise cheese textures and patterns associated; cutting, grating and serving. 

These prints were created during a one day printmaking course at the fabulous ART Retreat run by Samantha Barnes. While my fellow class mates were creating beautiful still lives I focussed on anything and everything I could print with which resembled cheese. Dry point etching, mono print, surface printing, collage printing etc + a eclectic mix of printmaking ephemera.  

The results were a library of prints which represent the uniques textures and qualities of a variety of cheeses and cutting techniques associates.

The new Slate website is in production while the Aldeburgh and Southwold shops are transforming. 


Coes go Wild | Phase 2.

We launch the 2nd phase of Coes Wild this month with the Autumn Journal, a Coat promotion and a new twist to the visual treatment.

How we work:

Coes write us a campaign brief which outlines their objectives. 

In this case the proposition: Coes has the largest range of coats in East Anglia.

We work on a concept which will encompass all aspects of Coes visual communication during a quarterly period. In-store, Windows, Journal, marketing, digital, social media and advertising. In this case the campaign was required to run in two phases, 1st phase aimed at a young demographic of customer with a more urban appeal and 2nd phase promoting a 20% coat offer to all Coes customers. 

The idea we proposed was "WILD'  with the message being:  Coes has the coat for “Your kind of wild”. A confident statement, no perimeters with liberating and exciting possibilities. 

Coes have a very high standard of customer service and they know their customers well. They know that their coats have a broad appeal for varied lifestyles. This campaign gave us the opportunity to talk to everyone while making a strong visual impact - change perceptions and highlight the range of coats available at Coes in-store and online.


Strategy, Concept, Art direction, Design, Photography & Art work by WHAT. 

We wanted an eye catching campaign which would appeal to all customers. The masks serve as an 'alter ego' expression of the coat wearer. Pandas, buffalo, Hares, Owls, Lions, Dogs, Wildebeest, Fox etc adorn the heads of models and mannequins alike.

These amazing origami masks feature in the photography, marketing, windows and point of sale in store and on the website.  A massive thank you to the incredible display team at Coes who have agonisingly and expertly created over 50 masks for the shoot and window displays for the 4 stores over the past few months.

Thanks to all the shoot participants for grasping the concept and expressing their wild side!

Such a fun photoshoot at the funfair at  Mannings  in Felixstowe, thank you to all the staff their who gave us access to the entire park. 

Behind the scenes in the studio:

Slate - launch announcement.

We've been working on the new branding for Slate - the new name for Lawson's Delicatessen in Aldeburgh and a new shop opening in Southwold in November.

Working alongside strategy and guidance from food marketing expert Polly Robinson we have devised a strategy and identity which is inspired by the owners love of cheese, their passion for knowledge and championing British producers. Our concept reflects the process of discovery and the sensory and tactile nature of individual cheeses.

More to follow ...




"Your Kind of Wild' Coes campaign development on website / social


On social media, followers of Coes were asked to share their own stories by using the hashtag #mykindofwild and Coes shared their photos and it gave them the opportunity to engage in discussion while promoting all the range of Brands they sell at Coes for all 'Kinds of Wild'.

"YOUR KIND OF WILD" A/W17 campaign for Coes

Our new Autumn / Winter campaign for Coes is all about doing what makes you happy and how you express #YOURKINDOFWILD. 

The aim of the campaign is to make customers aware that whatever their 'WILD' they’ll find their style at Coes this Autumn. 

Models chosen for this shoot include Verity Smith, Incredible sports woman from Ipswich who is competing in the ITU World Triathlon Championships 2017, Alyce Seaman (amazing Dancer from Lowestoft, Suffolk), Nathan Smith (Graphic designer from Suffolk) as well as Coes Menswear consultant Luke Holmes, who all have a wild side of their own!

Thank you to Carmen Vidal for make up and Chloe from Coes for excellent plaiting skills and of course the Coes marketing, display and styling team.  

This campaign has two parts, the next phase launching in October (which we're really excited about!).

WHAT: strategy, concept, design, art direction, typography, photography, social, website and window display concept.

Behind the scenes on our A/W17 photoshoot for Coes

Back in the studio for a two day shoot for Coes' Autumn/Winter 17 campaign.  Thank you to all models involved + the entire Coes team involved in the production & styling. Thank you @ck1vidal for beautiful make-up and being so undaunted by our art direction!  

Lots of laughter on set. We're really excited with the reults and can't wait to share phase 1 later this week and phase 2 in Octovber. 

New identity for Rushmere Community Runners

We have created a new identity for Rushmere Community Runners .  

The brief: The club attracts between 30-50 members twice a week of all abilities in a very relaxed and informal environment.  The emphasis is on support and encouragement and not results.  There is no formal booking system, it is very much turn up and run. 

We created a monogram and a type style which can be locked up together or used separately.  The typographic design reflects momentum and direction while the central 'C' links both R's like a link in a chain - reinforcing the strength in the community aspect of the club.

SALT London by Sofia Franc. Naming + Branding + Design + website

We have been working with Sofia Franc since the beginning of 2017 as she launches her own restaurant & hospitality consultancy and training business. When we first met Sofia we talked about her vision and aspirations for her new business and we listened.

Sofia spoke with such passion about how she inspires and enthuses others to realise they have the potential to improve their offering by uniting as a team and working together. She was very much ‘a part’ of the process, personally involved with the staff who she was helping, training, advising, mentoring and reassuring on all levels from top management to kitchen staff and service professionals. She has a friendly approach, encouraging people to feel and care more about what they do and who they do it for. Through thorough consultation, Sofia Franc is able to look at a business with perspective and reach conclusions and observations which can be applied to a personal plan of action. 

Our first brief was to create a name for Sofia's which would represent who she is / what she does and to allow for business growth over time. We started with looking at her business concept as a whole and working out her brand strategy, this formed the basis for our creative process. A brand prism was created + brand statement, competitor analysis and a thorough understanding of her target audience.

We came up with the name Salt.

This concept played on the idea that 'Sofia Franc' is the ingredient which anyone in the industry would recognise to be essential. Like Salt, Sofia brings out the best in people, adding flavour to a business and is instrumental to success.  Sofia can't work alone. She works along side others to enhance their offering, inspire everyone to work together and to create something very special, full of flavour. We felt it worked for her industry, without having to say ‘Restaurant’ or ‘Hospitality’.

The visual style was created by looking at the marks left from the impact of salt on watercolour. The salt permeates from the epicentre to the outer perimeter. We created a series of paintings which explored this technique and after many attempts we had a final set based on a selected colour palette.

Typographically, Sofia was keen to use her handwriting so we worked with her to create a sophisticated brand mark and supporting typographic treatment.

Design collateral included business cards, stationary, presentation and Word templates and a website.

Sofia is super happy with her new identity - which makes us incredibly happy too!

We've loved working with Sofia Franc and we look forward to working with her as her business grows in the future both in the U.K. and overseas.


We love the process of creating an identity.

The process of creating an identity goes through many stages:  strategy, concept, naming, design, art work, copy &  print craftsmanship. The whole process takes tonnes of care and attention from us and the third parties we work with to achieve a high standard of finish. 

For Salt London's identity we created salt wash watercolour artwork for - many many many attempts before we decided on the final artwork selection. Printed litho with White Matte foil, @gfsmithpapers #wild - its great to see the final collateral coming together.

At the foilers we checked the foil dye and observed the process and results - such an exciting stage as we add the finishing touches to their identity. #foilblocking

Thank you Anglia Foilblocking and Healey's Printers for such a great print job.