Fremantle Sailing Club has evolved from a traditional sailing club to a much larger organisation with a wide variety of activities. Its brand no longer reflected this broader range of activities and goals that the club had now set for the future.
A strategy was put in place to revise the brand to make it relevant to all areas and activities of the organisation. A new identity was created to better represent the values of the present-day club as well as revising the traditional visual identity of the Club to keep it relevant with the new direction. The 10 different sections within the Club were brought into alignment with the Club’s brand whereas they were previously pulling in their own individual ways. A revision of all communication materials was undertaken including newsletters, website, uniforms, magazine, website, posters and stationery to consistently showcase a modern club serious about achieving its goals while serving its members and the wider Perth community.
Today the new brand is reflected consistently throughout the organisation. It has been embraced by club members who are benefiting from renewed uptake of FSC’s brand values. This can be measured by successful outcomes in sailing, sponsorship, social events, facilities and memberships.
Flametree had previously worked with Perth-based Mt Barker Chicken to help establish its brand as leader in the free range poultry product range nationally. This success resulted in competitors imitating the brand credentials and product packaging. At the same time they provided a cheaper product which threatened Mt Barker’s market share.
Rather than competing on price and eroding the value of the brand, Mt Barker opted to develop a new brand for a range of chicken that would appeal to the price sensitive section of the market. The brand was to be named Naked Chook and have an aesthetic designed to be differentiated from the original Mt Barker brand whilst appealing to the more price sensitive customers. Flametree designed the Naked Chook identity and packaging range which was tested positively and carried through into production.
The integrity of the original Mt Barker Free Range Chicken brand was maintained. The Naked Chook range has become a successful brand in the price sensitive area of the market, and the overall market share and sales for Mt Barker has increased.
City of Fremantle each year holds a Street Arts Festival attracting performers from all over the world. It required a strong brand to communicate the essence of the festival to contributors and festival goers alike.
A festival brand was devised to communicate fun and vibrancy with a twist of eccentricity. It was distinctive from the City’s corporate branding but used a City of Fremantle ‘Event Tag’ to clearly identify the event’s origins. The brand could be changed from year to year and still communicate the same values, but with a different focus each year. The brand was applied to call for entries, website, digital and press adverts, signage and program.
The COF Street Arts Festival continues to grow from strength to strength with increasing numbers of performers and spectators each year. This in turn brings revenue and vitality through the Streets of Fremantle, while at the same time reinforcing the COF as a place of artistic diversity.
Baileys is a third generation family business based in Perth, providing commercial bulk fertilisers for turf and common gardens. The company had begun to develop a bagged range for retail however they lacked a broad geographical distribution, making advertising difficult.
As Bunnings began to expand retail outlets throughout Perth and WA, Flametree recognised the opportunity for broad spectrum distribution. We developed a set of bag designs (that pushed the envelope of four colour printing at the time) enhancing the attraction for Bunnings to embrace the range. To further promote the range, we consolidated the Baileys advertising budget, which had previously been spent across a diverse range of media, into a series of informative TV commercials aimed at driving sales within Bunnings and other retailers carrying the product. The results were extremely positive with sales steadily rising each subsequent season. Increased volume in sales led to factory improvements and eventually the installation of packing machinery to cope with increased demand at the plant.
As Baileys continues to grow and improve and create new product, we tailor designs to accommodate product innovations and achievements in standards for environmentally sustainable fertiliser practices. To support this, our latest promotional material features TV ads using existing high profile Baileys commercial customers (endorsing the retail product where livelihoods depends on results). Our relationship with Baileys has lasted 20 years. This journey is testament to the mutual trust that has developed between us over two decades of growth.
Matso’s iconic Broome Brewery initially only produced small batch beers on tap at the brewery itself and selected bars in Perth. The Pierson Jones family approached us to design a range of labels and associated promotional material to launch a retail line of some of their more successful tap lines. Taking a cue from the existing Japanese Australian flavours and the great history associated with the town and venue itself, we set about creating a unique series of brands that reflected the Kimberley Heritage.
At first the brews were bottled in small batches with limited Perth distribution. Strong packaging and point of sale design assisted the quirky brands to expand and gather momentum in the tough boutique beer marketplace. As the brands popularity and sales grew, we were able to create smart targeted advertising and established a comprehensive website that enabled further database and digital marketing opportunities. With ongoing support the brand flourished and achieved a significant following within the WA environment.
We devised other promotional devices based around the strong historical influence and Aussie / Japanese flavour, giving us a great point of difference amongst competitors.
The introduction of the character ‘Diver Dan’ the hard-hat pearl diver enabled us to create on-site events and a unique symbol to complement the overall brand.
During the Broome centenary build up we sourced a palette of historical imagery and local artefacts and created a permanent display in the brewery itself. This added to the depth of the brand providing a ‘spiritual home’ where visitors to Broome and fans of the product can visit and enjoy.
As Perth and WA sales increased at a swift clip, Matso’s were able to expand into the national marketplace. Today you can find the Matso’s brand in most mainstream liquor outlets, major bars and even some small bars, cafes and restaurants offer the legendary Kimberley brews. Not bad for some boys from the bush.
When young ferry skipper Tony Baker bought a fledgling river cruise business in Perth over 20 years ago, he approached us to help him to promote the struggling business. Inheriting the now well-known name Captain Cook Cruises, we set about creating a comprehensive set of marketing assets and giving the tired brand a complete makeover.
Internet promotions in the Perth/ WA tourism market relied heavily on slick brochures and local media support. Getting things ship shape included interior and exterior design and a new library of professional photography showcasing the promise of what was really a great, but then relatively unknown product. A series of creative press and radio promotions coupled with all the new front of house print assets boosted ticket sales to the point where more seats were needed. The new vessel ‘James Stirling’ was commissioned and built locally in Perth and joined the fleet as the flagship.
As numbers and revenue grew Captain Cook Cruises continued to trust us to develop the brand in local and international tourism circles. With Tony at the helm, they eventually acquired upstream wine cruisers and even bought their own winery in the lower Swan Valley as a destination for their craft. Over the years, Director Tony Baker became a close personal friend.
“Captain” Baker recently sold his shares in the Perth business and retired to play golf and pursue a life of leisure, however Captain Cook Cruises continues today as an iconic local tourism brand and we’re proud to have been along for the voyage.