Proud to Present: A spectacular brand identity for Dandylion patisserie teas
Can I just say how incredibly rewarding it is to work with entrepreneurs who are so completely passionate about their venture? This client in particular has thrown herself wholeheartedly into our process from the moment we met, embracing every stage with such enthusiasm that I really feel part of her business in a very meaningful way. Here's the story of Dandylion...
The irrepressable Francesca Booth contacted Ditto when her business was in the very early stages, and was in need of a knock-out brand identity to help her launch with a bang. With a background as a patisserie chef, Francesca has harnessed her infectious passion for quality food and drink and has developed an incredible range of delicious teas, designed to pair with desserts and cheese. Her range includes some really off the wall and one-of-a-kind blends, the likes of which are simply not available anywhere else. Amazingly, her blends can be enjoyed hot, cold or in cocktails - how cool is that?!
Dandylion was already courting some high end names when we first spoke to Francesca, which was a sign of things to come and demonstrated that the brand needed to be aiming at a discerning market. Food and drink producers face somewhat of a challenge with branding: often their product is incredible, but it’s the branding and packaging that compels someone to try the product in the first place. With this in mind, the branding for Dandylion needs to be every bit as good as the product itself.
Francesca wanted the Dandylion brand to be synonymous with the quality and quirkiness of the product. With Francesca's heritage and values in mind, the Dandylion needed to embody the message that she stands for: Wanting people to have an honest, decadent cup of tea that’s worth parting with their hard earned cash for.
The season personality
We identified the seasons which best represent Dandylion as Autumn and Winter. Autumn personalities are ambitious, authentic and warm. They pour their heart and soul into everything they do; they’re real campaigners and are passionate about their cause. They have a strong sense of integrity and hate to see people being ripped off. There’s almost always a sense of heritage and nostalgia to Autumn businesses – they’re true to their roots and family really matters to them. Autumn characters can also be slightly rebellious and certainly like to do things their own way.
On the Winter side, there’s that high end, luxurious and opulent element to your brand which is reflected in the Autumn personality. Typically market leaders in their field, Winter personalities are grounded, focussed and disciplined. They are visionary, expert and high achievers yet are also practical and reliable. Winter personalities love simplicity, and like to stand out.
The colour palette
There’s a modern-vintage twist to the Dandylion colour palette, with inspiration coming from Penguin books and vintage-inspired packaging. The strength of the deep blue, dark grey and rusty orange are bought to life with gorgeous accent colours – aqua, pillar box red and a beautiful dove grey. The real jewel in the crown is a gorgeous metallic copper which will look incredible against any of these colours and instantly provide a touch of luxury. How amazing would copper ribbons look for your press boxes?! These colours are distinctive, warm and very beautiful.
The brand identity
The overall mood is warm, quirky and high end. It feels authentic, established and very honest - just like the product itself. I particularly love the tag line: 'No half meaures'. It really hints at the full-tilt, balls-to-the-wall style of Francesca and her approach to business - it's all or nothing which is exactly as it should be!