Clarion Events, which runs the fair, appointed Chilli in February after inviting three external consultancies and Clarion’s in-house design team to pitch for the project.
London Gift Fair manager Nathan Waugh says, ’Only Chilli was prepared to come up with a pitch, but its creative work was fresh, vibrant and fitted in exactly with the tone we wanted.’
Chilli had previously worked on branding for the Harrogate Gift Fair, also managed by Clarion Events, and so was already familiar with the market, says Waugh. Chilli was briefed to make the branding more appropriate for a London audience, as well as producing eye-catching work.
Waugh says, ’As a launch show, you want something that’s going to stick in the mind and make an impression as it lands on the doormat.’
Chili has focused heavily on the word ’London’ for the logo and has used a contemporary and vibrant palette, says Waugh.
The branding will be used on the fair’s website, designed by Red Ant, direct mail, stationery and promotional materials. A colour palette that echoes the branding will be used on wayfinding.