Finchtail is a new company focused on creating simple and useful products that are sustainably made. Their first product is a cardboard tablet stand, and their new identity, packaging and launch materials have been developed by brand design studio Believe in.

Initially Believe in worked to define the brand strategy, based around the company’s goal to solve everyday problems with simple products that work well. The strapline (simple useful) things was adopted, along with a commitment to using fewer resources and better design.

“With so much of the value in the design as opposed to the materials, it was important that the brand could support that value and tell the wider Finchtail story. Every aspect of the brand experience reflects and reinforces the strategy. Just like the products themselves, everything is simple, crafted and purposeful,” explain the designers.

The identity combines a bespoke logotype with a marque inspired by the tablet stand. Believe in says the aesthetic has been kept deliberately “utilitarian”, but with elements used throughout that add a degree of “personality and emotion”.

The product and packaging are printed using only black and white inks, with a vivid orange stock used for the outer packaging. This plays with the neutrality of the kraft board, while creating a wallet for the stand to live in after purchase. For retailers and bulk customers, a box of 12 stands doubles as a dispenser.

Beyond the brand and packaging, Believe in also created a suite of launch materials, including a responsive website and printed literature. The company collaborated with London-based production company Thank You Mam to create a short stop-frame video that helps people to understand how the tablet works.

Initial business wins for the product are being described as encouraging. The Design Museum trialled it in their shop and sold out of the initial order within a few days. En Route, a global travel firm, recently featured Finchtail as one of its new products at a major travel trade exhibition in Hamburg.

The product is available to buy direct from the website — finchtail.com — as a single stand, 6 stands or box of 12 stands.

Believe in
www.believein.co.uk