Form brands fashion label Penelope Pond

Penelope Pond was set up by a previous Form client, which appointed the group to brand the company in May 2011 without a pitch.

The brand will be stocked as a concession in fashion stores, boutique and gift shops, including many National Trust shops.

Form says it was briefed to focus on a 30-50-year-old female market. For the logo, it used a ‘feminine’, ‘scripty’ look to give a ‘friendly’ feel, and a dark purple and pink colour palette.

The catalogue aims to give the feel of the fictional Penelope Pond character – the creator of the brand – looking into her ‘world.’ The photography, shot by Form partner Paul West, used a ‘clean catalogue design’ to best display the accessories, alongside images of the countryside.

The catalogue will roll out at the end of August, with the branding and range launching on September 4.