Fragrance and flavour house EFF make the 'invisible visible' with new brand
EFF – the UK-based multinational that creates original fragrances and flavours – has worked with Frank Bright & Abel to create its brand identity.
Tasked with creating the brand, logo, photography and website design the London-based agency took inspiration from EFF’s strategic positioning – ‘the invisible ingredients that make all the difference’.
When it came to the logo Frank Bright & Abel wanted to find a creative solution reflective of the strategic position. In order to visually represent the invisible a clean, cut out window logo that comes to life as hero images pass behind it has been introduced.
A series of six photographic images, shot by Carol Sharp, each tell a different flavour and fragrance story and bring to life key elements of EFF’s communications collateral including its website, stationary and business cards.
Spencer Kersey, director at EFF, praised Frank Bright & Abel for bringing a “complex concept” to life and making the “intangible tangible” with “individuality, spirit and a great deal of credibility”.
Janet Edwards, Frank Bright & Abel creative director, added: “The challenge was to deliver and impactful brand that reflects both sides of EFF’s business – fragrances and flavours. Using beautiful, specially commissioned photography, we have created an ‘ownable’ visual language that reflects EFF’s core offer whilst giving them stand-out presence in the market place.”
Additionally Frank Bright & Abel has worked on extending the brand to EFF’s exhibition presence. Modern, bright and eye catching, the bold and colourful imagery is used to punctuate clinical white and draw passers-by into the world of EFF.