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From humble beginnings, Flannerys has grown into one of Australia’s leading natural, organic, health and wholefood retailers, providing healthy alternatives for over 30 years.
Flannerys required an updated brand identity to better reflect their renewed commitment to serving the local communities in which they are based.
Known for their unrivalled range of organic, whole food and wellbeing products, the re-imagined Flannerys brand identity needed to speak to their existing loyal customer base whilst appealing to a new, younger demographic.
As part of the wider project, Theory crafted an initial retail store concept and worked closely with the Flannerys team to ensure the new brand identity was effectively rolled out across the pilot, Robina, location.
Representing health, growth, safety and sustenance, the Flannerys’ marque is formed around the concept of a flourishing tree. Featuring an ‘F’ at its heart, the tree’s five branches symbolise the core values around which the brand is built. Strong roots symbolise natural sustenance, community ties and the three main product offerings – organics, wholefoods and wellbeing. Highlighting Flannerys’ holistic outlook, the ovular holding shape completes and unifies the marque.
The Flannerys wordmark conveys a contemporary ‘imperfect’ aesthetic – well reflecting the organic, wholesome and authentic nature of the offering.
The updated Flannerys visual identity conveys an authentic, natural and high-quality offering. The soft, muted colour palette sets a welcoming, sustainable tone whilst the pared-back, minimal aesthetic speaks to the ‘nothing to hide’ brand ethos.
Contemporary yet familiar, the updated brand identity resonates with the desired younger demographic and the existing customer base alike.
Partnering once again with Theory Agency to re-imagine the Flannery’s brand was a dream. The Theory team are openminded, professional, transparent and easy to work with. Their passionate mindset & design expertise propelled our brand forward in a clean, contemporary and inspiring direction – creating a brand that accurately reflects the Flannery’s vision as we look to the future.
Kate Lyons, Marketing Manager, Flannerys