A BRAND REFRESH AS PRICKLY AS A PEACH
BACKGROUND
Prickly Peach Films was founded by university friends Lauren and Emily all the way back in 2018. Following six years of steady growth, they were ready to take their business to the next level. And we were honoured to be involved.
DISCOVERY
Collaborating on various projects over the last two years with Lauren and Emily gave us a huge head start in understanding both them and their business. Many chats. One thing they often discussed was how they, as individuals and business-owners, had matured since launch, and both recognised that their brand identity needed to reflect this. The hairy arse logo had to go, and we had to change the perception of Prickly Peach Films from being "two young girls and their hobby". An informal workshop revealed a direction they thought they needed to go, however, it wasn't until they saw what this could look like that they knew it needed to push further. More considered, more established, more... Cannes Film Festival.
DELIVERY
The first proposal round showed three logo options. During the workshop we'd discussed retaining some of the original feel of the existing logo (a peach) and focus the redesign around an evolution of the brand, rather than starting from scratch. While all contenders in their own right, it wasn't until Lauren and Emily saw what this approach looked like that they knew it needed to level up further. It was time to move away from the visual representation of the peach. This peach was necessary in the company's early years, as the brand started to become established, but, over time, the name Prickly Peach had surpassed its literal meaning. Back to the drawing board, and for good reasons. One logo was proposed for the second round and it was a winner. Bold. Confident. Abstract. For this, we took into consideration their client and how PPF is all about putting them in the frame, which gives us this 16:9 (widescreen) aspect ratio framed by two crop marks, creating a space to invite them into. The heavy, all caps, Aspekta typeface gave it weight and balance with these crop marks, creating a shape inspired by a film clapper board. Pushing the brand identity out further we were able to use the crop marks and the aspect ratio to frame messaging, imagery, and video. Taking ownership of such a simple shape is powerful. We created bespoke iconography inspired by real-world camera icons, complimented further with the secondary PPF logo. And finally, 90's VHS inspired gradients added some of Lauren and Emily's personality into the overall brand identity.
