Fook Communications

The team at Habit came to Fook Communications with a clear goal: creating a tea company to bring people together. Inspired by the ability of tea to enable conversation, our challenge was to build a truly authentic and meaningful brand that was about much more than a drink.

And as a company with founders who have an online community of nearly 2m followers, the stakes were high. This tea brand had to be ready to be launched to a wide global audience.

Through our initial research and strategising, we found a great opportunity to forge a path no other tea brand had followed. This is an industry that often has very similar messaging and talking points. It’s always about the quality of the tea and where the tea came from.

Of course, these are important things, but we couldn’t find a brand centred around something more than just the tea itself. So, we’d create one.

Habit, from the very start, was about fostering connection and proper conversation. It was about the power of tea, beyond its benefits as a drink. It was about building a brand that stood for something and could have a community around it.

Process and Solution

The important first step was for us to listen and learn. Fook Communications deep-dived into the target audience, understanding their demographics, scouring the social media spaces they frequented, and creating a clear picture of who they are.
Understanding the audience, as always, meant we understood what matters to them (and therefore, how to talk to them). And so with this picture we constructed a clear value proposition. We defined our core claims, USP, messaging hierarchy, brand values, and brand voice.

From these foundations, we then created 2 thoughtful branding concepts before deciding on the one you see now (and which actually moved our client to tears!).

“Tea worth talking over” is our tagline, with a contemporary and original visual identity for a new generation of tea lovers. Everything in this identity, from the colours to the brand voice, was authentically built around connection and bringing people together.

We designed a logo that is immediately recognisable, and a simple distillation of the idea of conversation, combined with a typeface that is accessible and informal.

Our colour palette, inspired by the ingredients found in each Habit tea blend, was carefully curated. It complements the Habit voice, bringing energy and playfulness when needed, and a brightness that invites people in.

Result

Our work here delivered a brand that is fresh and differentiated, and perfectly targets the audience by speaking to their values and what they care about. It has warmth and empathy, and uses humour and just the right amount of confidence to give the brand character.

The incredibly successful launch of Habit, both in terms of sales and social media following, are proof that we really resonated with our target audience.

With a clearly defined (and well-researched) vision and value proposition at the heart of the brand, it feels authentic, meaningful, and consistent at every turn. And from this brand identity, we designed all of the Habit packaging and built the website, brought to life by beautiful imagery.

This photography, using the simple but impactful creative concept of hands expressing a range of emotions in conversation, gives Habit a unique and ownable art direction, and a powerful brand visual.

We’re very proud of our work with Habit. Careful research, learning, and positioning has resulted in a truly unique brand, and we couldn’t be happier with the result.

With products created to support mothers and parents, Enya Mond’s branding puts this mission at its heart.

Background and Challenge

Enya Mond is a high-end parenting accessories company which started life selling diaper bags that addressed a huge gap in the market. Seeing a product category inundated with bags that were either not functional or didn’t look good, the founder created an alternative that was stylish, high quality, and functional.

But this product wasn’t born simply from spotting a business opportunity. Instead, it came from the founder’s deep desire to support mothers in their journey of becoming a parent. From her own experience of having a child, and being surrounded by other mothers, she realised one of the biggest challenges is for mothers to keep their own identity.

This type of experience profoundly impacted Enya Mond’s founder, and so this company was born out of a mission to address this.

Their team came to us with a beautiful line-up of bags that were already very well received – products designed specifically to make parents feel good while offering all of the practicality they need. They were now ready to invest into branding and marketing.

Our job, then, was to help build a sophisticated brand capable of selling high-end products, and also one that authentically embodied the founders’ vision of creating a company to support mothers and parents, born out of her experience as a mother.

So, what was needed from us was to establish a brand that balanced the elegance of high quality fashion, with the empathy of deeply understanding the needs of the target audience. This empathy could not be displaced by an over-emphasis on appearance. The integrity of what Enya Mond stands for was central to the branding Fook Communications created.

This was so much more than creating a fashion brand that sells parenting products. This was creating a brand that could be a community for parents, where they felt seen and understood.

Process and Solution

For us to find a meaningful position and brand identity for Enya Mond, our work here started by defining a clear vision and strategy. Everything we did (and continue to do) from a creative perspective had to be inspired by the mission driving Enya Mind.

With insights their team had already gathered, plus work from our side to deepen our own understanding of this industry and the experiences of motherhood, we started to shape a value proposition to give direction to the brand. We articulated the vision – a brand built around an authentic understanding of the experience of mothers – and used that as our anchor.

Fulfilling this vision (in the context of fashion) meant finding the perfect look and feel that balanced elegance with empathy.

Visually, we needed to be fashion-forward and elegant. Simple and honest. Approachable and inviting.

In our voice and tone, we focused on authenticity and warmth. Trustworthiness and empathy. Care and inclusivity. And quiet confidence and maturity.

We pitched 2 concepts to the client that hit these marks, but the winning concept is the one you see on this page. We channelled the vision into a tagline and position that perfectly captures everything we wanted Enya Mond to be: “You’re a mother, but you’re still you.”

Packed with meaning, this simple line was then supported with a visual identity that effortlessly carried that sentiment while portraying a sophisticated fashion brand.

Our logo, connecting the “E” and “M” from Enya Mond, is a simple representation of the connection between parent and child. The logo is set in the GT Walsheim typeface, which is used in a multitude of weights throughout the visual identity.

This typeface, along with the colour palette, was carefully selected to balance sophistication with clarity, warmth, and approachability. It helps the brand feel effortlessly honest, while also showing the quiet confidence and maturity expected from a high-end fashion label.

Result

With clear, simple, and thoughtful branding and positioning now supporting the company, we have since been working with Enya Mond to bring it to life in a range of areas. This work has played a vital role in the successful rebrand and launch of new products for the company.

We captured stunning product and lifestyle imagery through a full-fledged production, featuring stylists, make-up artists, and media strategists. These incredible photos and videos were driven by the same vision and positioning we’d defined earlier, and they allow Enya Mond to show its products in the best possible light on its website, in press publications and print materials, and on social media.

We’ve since created print ads and trade show materials that are cohesive manifestations of our work to date, and we’re now helping with social media and paid campaigns to grow sales for the business.

From strategy and positioning, to branding, copywriting, imagery, website development, and print advertisements, we took the vision for Enya Mond and gave it life. A truly holistic and comprehensive creative process has established a brand that is clear, consistent at every turn, and that stands for something.

It is a brand with elegance and warmth. One that supports premium product pricing, while supporting a community of mothers and parents that feel seen by what Enya Mond is doing.

Through our meticulous design process, StrategyCorp’s new website is clear and intuitive, and boosts brand perception.

Background and Challenge

A strategic advisory and management consulting firm with clients around the world, from government bodies to 7-Eleven, StrategyCorp came to us to improve their online presence.

With an existing website that was dated, difficult to use, and didn’t accurately convey who they were or the quality of their service, our job was to develop a site that properly represented them and their reputation.

So, Fook Communications set about creating an intuitive website that elevated them above their competition, and presented information with clarity and purpose.

And beyond the typical creative challenges in a project like this, another key challenge here would be navigating a corporate environment with many senior leaders and multiple opinions, to deliver a website that everyone would buy in to.

Process and Solution

Before beginning any design work, we first ran workshops with StrategyCorp to gain an in-depth understanding of what they do and the goals they were trying to achieve. In order for us to authentically communicate on their behalf and build a website that truly contributes to their objectives as a company, these initial explorations were vital.

With many stakeholders having skin in the game, this background was also necessary to ensure buy-in across the board by grounding every decision we took in strategy. Getting an entire corporate team behind our work meant having clear justifications behind our decisions that were anchored in a total understanding of what they were trying to achieve.

So, having worked with them to shape a clear picture of who they are, it was then onto the more creative side of things. The next step was to audit and update their existing visual identity. With all of the insights we’d gained around their brand and their vision, we had to make sure we had the right foundational tools to build a website that properly reflected all of this.

To make their brand feel more contemporary, we explored secondary typefaces and additional colours, and added a couple of options that stayed true to their existing brand while giving us the flexibility to modernise it.

We also wanted to develop a high-quality and unique approach to imagery, but we knew that budgets were limited. Good visual content is a huge part of any website, so we wanted to avoid using generic stock images and instead find a way to generate a unique style that really added to the website experience, without breaking the bank.

So, we used Dalle 2 to generate a series of AI illustrations, thoughtfully using the tool to create a consistent art style that could be an ownable aesthetic for StrategyCorp.

Then began the website work itself. We first created a design concept just for the homepage, and moved through multiple stages of delivery and approval to hone in on a full website design we all loved. With final design approval, we sent the work to the development team who perfectly translated the design into the live website.

Result

From every angle – design, messaging, positioning, and technical quality – this new website has hugely improved StrategyCorp’s digital presence.

Our design and writing process was precise and measured, refining towards an approach that balanced feeling fresh and modern with seriousness and professionalism. Backed up with thorough background work, we ensured the final website delivered on exactly what StrategyCorp needed.

By investing this time in understanding them, and walking their team through our process clearly and thoroughly, not only did we create a website that nailed our brief, but we did it with total buy-in from their team.

The outcome is a website that elevates the perception of their brand and truly reflects their organisation. They now have a site that makes it simple to explore and understand the company, and succinctly articulates who they are. And the cherry on top, it’s fast, responsive, and secure.

Background and Challenge

Make Ripples is an anti-racism not-for-profit founded on the idea that change happens when we each take practical and conscious action in our daily lives, communities, and workplaces – when we “make ripples where we are”. It exists to make change sustainable by addressing inequality through education and knowledge sharing.

As Fook Communications, we helped to start this organisation, alongside an incredible founding team, by creating all of the branding and marketing materials – from the brand identity, to the website, to internal pitch materials.

From the outset, the team made clear to us that the goal for this non-profit was to feel accessible and valuable. It needed to make measured, thoughtful contributions to important conversations, and empower, inspire, and motivate people to continue taking action in whichever ways they can to make change lasting.

Process and solution

We spent a lot of time with the founding team in the early stages, getting a deep understanding of their experiences and their aspirations for this organisation.

Through hours of learning and conversation, we shaped a vision, value proposition, voice, and core message centred around the idea that “change happens together” – a powerful and succinct distillation of the Make Ripples mission.

The visual identity was then created to support and amplify the organisation’s purpose. Starting with the logo, we designed a simple representation of this central idea of making changes that reach farther than their initial impact. By avoiding visual complexity, we ensured approachability and clarity in the logo. The use of complete circles also implies the idea of the momentum for change being continuous.

The primary colours, black and white, are intentionally stark and simple. Wanting to help spread valuable and empowering messages, it is the words that come from Make Ripples that take precedence over colour and decoration.

The brand typefaces continue these themes, and also help to carry our intended brand voice. Founders Grotesk, the primary typeface, was first conceived with the goal of portraying information in a serious yet daring tone. This helps Make Ripples speak directly and with authority on matters of race and equality, while also keeping the communication accessible.

The secondary typeface is Times New Roman. Created at the beginning of the modern era of printing, it was made to portray a sense of trust, which is exactly why we used it here. It helps to build a human relationship with the Make Ripples audience, adding approachability and trustworthiness.

Result

By carefully researching and understanding the nuances, needs, and sensitivities around this area, we were able to craft a meaningful identity and message that resonated with its audience, and invited people into its conversation.

The brand speaks to its core purpose, reflecting the ethos of “making ripples”, and also invites people in. With the idea that change happens together, we equipped Make Ripples with a non-confrontational, non-judgemental, human, and accessible brand identity that is equally capable of having the power to speak directly when necessary. Both visually and in the language we use, this is a brand that doesn’t shout or antagonise, but speaks calmly and plainly about the need for action.

Through this thoughtful and holistic approach to branding an organisation that operates in such a critical part of life, we have created a contemporary brand identity and brand voice for a modern form of advocacy. Enabled by the meticulous work done at the brand level, Make Ripples has since engaged with thought-leaders, incredible organisations, and global brands to spread the Make Ripples message.

Crafting a visual identity for one of the most sought-after talents in entertainment.

Background and Challenge

Karena Evans is one of the most exciting directing and acting talents in entertainment. Having directed for the likes of HBO, Fox, Drake, Coldplay, and Adidas, and now working in film, TV, and fashion, Karena needed a brand identity that could grow with her ever-expanding influence and reputation.

And from the outset, she emphasised the importance of her new branding reflecting her humble character, but also her artistic vision. It needed to be an authentic portrayal of who she is, and the stories she tells.

Through her work, she subverts narratives, and challenges the ethical issues of our time, doing so with trademark emotion, and energy. With empowerment and representation being consistent themes in her creations, she truly wants her work to take centre stage, and so her visual identity had to reflect all of these characteristics.

Process and Solution

Creating a brand identity that matched Karena’s global reputation, that was capable of matching an even bigger reputation years down the line, and that authentically captured Karena the artist and person was the type of challenge we love to take on.

With so many big boxes to tick, it was important to deeply understand her in order to create an identity that felt true to her. We meticulously studied Karena’s work, noting the consistent moods, tones, and colours she uses. As Fook Communications, we learned about her story, her motivations, and the artistic thread that ties together everything she does.

From this understanding then came the logo, which precisely combines 2 typefaces to be approachable and humble, allowing her work to take centre stage, while also positioning Karena as a visionary in her industry with unique contributions to a rich history of storytelling.

This included using a typeface that modernizes traditional ‘blacklettering’ (the lettering originally used for text settings from the 11th to the 17th century). This then conveys both a historical and a contemporary mood, tying Karena’s work to the history of telling stories, but bringing that artistry into modernity.

The colours were also carefully curated for the Karena Evans brand, chosen mainly for their sense of empowerment and tactility. The red used not only encapsulates the vibrancy of Karena and the energy behind her creations, but also references a consistent use of that colour in her work. The ‘paper’ colour is then used to soften the red, while referencing the very beginnings of written storytelling by mimicking the colour of parchment paper.

Result

This thoughtful combination of colour and typography carves out a distinct identity for Karena, paying homage to her distinguished style and character, while maintaining the humility required for her work to do most of the talking. It is a brand identity that mirrors the care, quality, and timelessness of her art, and one that can grow with her as her career evolves and expands.

It also laid the perfect foundations for us to design and develop her beautiful new website, which puts bold presentations of her work front and centre while clearly stamping her brand identity onto it.

We then consistently applied this identity onto her pitch decks, invoices, letterheads, and other internal materials to give her a cohesive and meaningful brand, that very few of her peers possess.