1.2 - Fix & Fogg Mindmap
Fix and Fogg's branding and philosophy which originates from humble husband and wife and their entrepreneurial idea resulted in my mindmap explore terms such as practical, texture, sustainable and grunge. The terms grunge and practical were derived from the attire of the staff, which comprises predominantly of black dungarees and work-style boots. This alternative and somewhat original style is an approach not commonly undertaken by your standard peanut butter business, and so was one of the big reasons as to why I chose to use Fix and Fogg as one of my three locations. In terms of their branding and visual packaging, I am a big admirer, as their grungey-style through a serif font contrasts well with the pop of contemporary prime colours used on the packaging to represent the ingredients used in the spread and also clean lines and grid system.
