The designs were inspired by the brand name, and feature a chicken’s wing shaped like a human hand, printed on to a silhouette of a hen.
According to Coley Porter Bell, the image ‘represents the hands-on nature of the business, the human touch that is present in every aspect of their work and the care and attention that goes into all their products.’
The consultancy was brought into the project late last year due to an existing relationship with the Handpecked founders Matt and nurse Tanya Clutterbuck. The new identity was created by Coley Porter Bell designer Jennie Plant.
Stephen Bell, executive creative director of Coley Porter Bell, says, ‘Handpecked started off as more a hobby but now it’s at the stage where it’s taking off, so they wanted to take it more seriously and look at their visual identity.
‘Good design isn’t just for successful companies, it’s for those that are growing.’
Bell says that the designs aim to look professional, yet also reflect the personalities of the company founders. The logo has a hand-printed look with rough edges, and a ‘sharp classic typeface’ is used to give a professional feel, says Coley Porter Bell.
Bell says, ‘We wanted something that had hands-on charm, and that didn’t feel too corporate. They really care about what they do so it needed to be personal. It has a simple charm – everything’s related back to hens.’
The identity is shown across Handpecked chicken carrier boxes, Handpecked-branded chickenfeed packs and stationery, and will later be used on the website, which is also being designed by Coley Porter Bell.