Working together on a fair brand

With your brand, you consciously direct how others see and perceive you. This is an ongoing process. From time to time during the life cycle of your brand, it is necessary to take a fresh look at what you do and how you tell your story to the world. The world around you is changing or your product or service is changing. When Fair Fabrics wanted to switch to a new revenue model, it was an ideal moment to redefine the brand in a co-creation workshop.

Working together on a fair brand

With your brand, you consciously direct how others see and perceive you. This is an ongoing process. From time to time during the life cycle of your brand, it is necessary to take a fresh look at what you do and how you tell your story to the world. The world around you is changing or your product or service is changing. When Fair Fabrics wanted to switch to a new revenue model, it was an ideal moment to redefine the brand in a co-creation workshop.

More types of clients

Together with artisans in North Africa, Fair Fabrics develops high-quality handmade interior products for clients in the Netherlands. The brand has been around for several years and has now built a network of reliable producers and clients.

Until now, the costs for research and product development have been included in the prices of the products. A new working method whereby the customer can order for orientation, research, or development of a product is more transparent. This opens up new opportunities for more types of clients.

‘Creating the dialogue between makers and buyers’

An intake interview, brand and competitor research, and an interview with a potential client were the preparation for two working sessions. In these workshops, we focused on brand identity and brand architecture. Together we formulated the distinctive brand essence: ‘Creating the dialogue between makers and buyers’.

We translated this brand essence into messages to different target groups. Including a new target group: designers who want to collaborate with artisans. Finally, we worked on a short brand pitch that tells who Fair Fabrics is, what they do, and why that matters to the audience. Thus, we went through the ‘sensing’ and ‘brand thinking’ phases of the brand cycle in an active and inspiring process.

A starting point for choices

In these co-creation workshops, we took full advantage of the knowledge available and ensured that the outcome truly fits Fair Fabrics. The result is captured in a clear report with several recommendations. This serves as a starting point for all choices now being made in the further development of the brand. Fair Fabrics can now continue to work on resources and communication.

Team
Marieke Griffioen
Fair Fabrics: Karin Reinders, Willemiek van Kuijlenborg

Photography work session
Rob de Bree

Photo products
Geert van Hertum