Frankley Branding
Providing healthy, nutritious and 100% Australian made treats for dogs.
Agency
Studio itch
Launch
2019
Role
Creative Director
Intro
Frankley Pet Providore is an Australian-made and Australian-owned pet food brand specialising in kangaroo products. Frankley is unique due to its bold stance on dog food with no fillers, with the sole purpose of providing the most nutrient-dense treat possible.
The task was to create a brand experience that would reflect the organic feel of the product without being confined to common visual tactics in this industry. As this was a from scratch project, everything was developed to allow for a launch into the market.
Boldly creating territories
This ambitious venture gave me the unique opportunity to create a brand from the ground up but also be employed by my elder sister - nepotism at its finest.
The core concept for Frankley was the use of the aptly named Kangaroo’s Paw, an indigenous flower of Australia - celebrating the brands roots with an endearing nod to the name. The juxtaposition of floral pattern with a vibrant colour palette and bold typography created a distinctive visual language that embodied both the delicateness and confidence of Frankley’s mission.
During this process, I studied their audience, the industry and their competition, so that I could gather an overall picture of the market and to establish the appropriate segment that this product could claim. Furthermore, there was also a naming process that was involved in this project. After many deductions and feedback loops, Frankley it is.
“The Frankley brief was to stand tall and bold, whilst harnessing an authentic and organic trusted brand, and India surpassed all expectations from logo design, branding, website development and further professional support throughout the venture. Customers and retailers would comment on the eye-catching design and attributed this to the success of the product.”
Samantha Armstrong // Founder & Director Frankley
All work presented here has been developed for different companies, brands and agencies. All intellectual property rights reserved for these entities and their respective clients.