A rebrand that created growth for a game changing business giving trees a second life
Branding
Visual Identity
This is Bruce, he really likes wood.
Bruce founded Saunders Seasonings, London’s only timber company to exclusively use fallen urban trees for their hardwood.
This gained the brand recognition, but growth was limited by consumers understanding of the product – Saunder’s seasonings needed change.
This is where our story began.
The Challenge
Our challenge was to craft a brand that aligned with the sustainability-focused, design-conscious audience they sought. We needed to turn their growing reputation into a brand that would command attention, resonate with new audiences, and stand out in a competitive, commoditised market.
From strong roots mighty trees grow
Our brand story focussed on shifting to a name that resonated and was clear about the offering. Working alongside our friends at Outliers a full brand investigation and strategy was built out. At the end of which we had a brief to then be able to develop a visual and brand identity from.
Building the brand
The building blocks of our identity were exactly the same as the materials that F+F created themselves. Following the insight into how the team would cut the timber in the most efficient way, we created our base elements that would go on to construct our double F / tree branch structure as well as the base elements for our custom type form.
These building blocks were purposely created with ease of use in mind allowing the small team to create designs in the simplest of software.
The identity was made to move from the start with a name like Fallen and Felled it had to. We made everything move sometimes in motion and sometimes as a static graphic, but motion was always being portrayed. From words
“Working with Happy Ending was a joy from start to finish. Ross and the team brought an infectious energy and a level of commitment that went far beyond what we expected. They took the time to truly understand our business and the market we operate in, helping us build a purpose-driven brand that felt authentic and distinctive. The thinking they brought to the table was bold, fresh and deeply strategic — and the results spoke for themselves. Our rebrand and website launch coincided with a doubling of our sales over the following year, and we continue to enjoy stronger customer loyalty than ever before. Happy Ending genuinely cared about making a difference, and it showed in every interaction.”
Patrick Welsh, Marketing Director, Fallen and Felled
