Case Study 2 – Frugi

Cut4Cloth was the brainchild of Lucy Jewson, whose concept was to create organic baby clothes that would fit over washable cloth nappies. The company swiftly established an enthusiastic customer-base with a turnover of £62K in year one. Lucy’s ideas for other child and mum-friendly organic products emerged and the opportunity for growth was obvious. However the team faced an uncomfortable dilemma – although Cut4Cloth was seeing a good increase in sales year on year, it was becoming apparent that they had reached a plateau with the product lines and that their existing brand was restricting any further growth. They were questioning whether they should continue with a brand name, a corporate concept and look and feel that worked for the original nappy concept and had served them well? Or should they radically alter their name and brand to fit the expanding product lines?

They turned to Absolute. The Absolute team put them through its unique ‘name game’, strategically and emotively evaluating ‘Cut4Cloth’ and considering a range of alternative options. ‘Frugi’ emerged, and more importantly, an inspired and fresh brand design and accompanying new communications suite of materials.

To target and engage the consumer market ‘Planet Frugi’ and were also born and the Cornish team found themselves re-inspired and re-empowered to become communicators and creators of their own destiny.

And the results speak volumes. Post-rebrand, turnover rocketed from £546K to £942K, a £12K loss was turned around into a £41K profit and international business 64% of the company’s turnover, selling to 230 shops in total within the UK and in 33 countries worldwide. Two years after the rebrand, Frugi’s turnover rose to £1.6m with a £150k profit. Meanwhile, staff numbers went from 8 in the rebrand year to 13.

This was all done without compromising quality or importantly, ethics.

Design Effectiveness Awards 2008 Silver Winner

“Our rebrand is quite possibly the most liberating and effective thing that we could have done” Lucy Jewson MD