The consultancy was appointed in November without a pitch. The client approached Fit on the strength of its work for Greenwich Market, where the original Beauty and Bib stall was located.
Kara Penn, director of Fit says, ‘We did an entire brand review, trying to reposition it as a gift brand. We created the concept of gift vouchers and worked with Lara [Boyle, founder of Beauty and the Bib] to extend the product range.’
Fit created a new logo with a strawberry bow icon to highlight the gifting aspect of the brand. The previous logo had also featured a strawberry, but the palette was changed from pink to red.
Penn adds, ‘The brand is sweet but quirky – we needed to reflect those values.’
Boyle says, ‘We’d put a lot of work into developing the brand, but the website had been neglected – it was like the poor relation.’
She adds, ‘The strawberry’s always been at the heart of the brand – it’s fun and colourful, but we had to evolve it.’
The new identity and website launch this week.