FutureBrand has completed the overhaul of Red Letter Days’ brand identity, as the experiences company seeks to position itself at the forefront of the mainstream gifting sector.
Red Letter Days offers a range of experiences and days out, from celebrity gardening master-classes to trips into space. It is looking to extend its customer base both within its traditional ABC1 professional female and corporate base and within the wider, gift-buying audience.
‘We invented the experiences sector and have seen an opportunity in the wider gifting market, as an alternative to tangible designer goods,’ says Red Letter Days chief executive Simon Vincent.
FutureBrand was tasked with producing an aesthetically stylish logo and to develop guidelines for its implementation within adver
tising and on-line formats. The group has also developed packaging for Red Letter Days’ retail presence, as the company looks to extend its reach through partnerships.
Futurebrand chief executive Charles Trevail says the identity it has created is intended to lend the brand a greater perceived value within the broader gift market.
Although Vincent refused to be drawn over FutureBrand’s design fee for the contract, he described it as ‘not insignificant’.
The consultancy was appointed on the basis of a past relationship between the companies’ respective chief executives.
Meanwhile Poke has designed the company’s on-line presence. The website will form a core part of the company’s future growth, according to Vincent, and features a search function for consumers to home in on the perfect gift.