Clarity: Clarity brand identity by Free The Birds

Free The Birds, the independent design agency, has created an inclusive, round-peg-in-a-round-hole brand identity for social enterprise umbrella company Clarity & Co. The campaign includes an animated film for social media and a promotional brand marketing film featuring employees.

Clarity & Co. supports blind and disabled people into the workforce through an employment programme for its three brands of toiletries and homecare products: Clarity, The Soap Co and Beco.

A brand manifesto encompasses the heritage, mission and values of the enterprise, highlighting how it creates jobs for people who are often left out of employment; and products that are beautiful, artisanal and eco-friendly.

An umbrella brand for the three different lines, devised by Free The Birds, led to the decision to change ‘Clarity - Employment for Blind People’ to Clarity & Co. This maintains synergy with the consumer-facing brands as well as strengthen Clarity & Co.’s story of Community, Company and Cooperation. The new name is backed by a new strapline: “we don’t see disability, we see workability”. The brand identity is also used in the packaging design for the Clarity range of everyday cleaning products, with straplines: “made to matter” and “clean hands buy busy hands”.