A full range of branding, from print to design and strategy was needed for the Cherished brand.
An independent female-led funeral service. The client built a timber-framed house in the countryside to provide a sensitive funeral service, in a home from home environment. Relatives and friends can visit loved ones in rest, with kitchen and sitting room facilities for a more comfortable experience. A core issue was how to capture the trust and attention of the local community, as people inherited choices in funeral care with established providers. There was also the issue of people shying away from dealing with funeral care, when making their own future provision.
This was a hard subject to tackle, as Death is something that most avoid. It is probably one of the hardest briefs delivered to us to date. But for us, design is not just about the nice and the decorative. Plus we like a challenge. To help, Design Thinking was used initially to explore the customer journey and understand the pain points in a customers’ experience. To tackle the problem of engagement with the local community, scenic images from a local photographer were used to create familiarity and a sense of calmness. The name of the brand itself was also researched and explored. Through consultations we discussed how loved ones often leave mementos and letters for loved ones who have passed away, and that was the basis of the logo design. The symbol for a loving sign off – a kiss and a heart combined. Two variations of the logo were created, so the client could have gentler branding over the photographs, for softer branding. Branding went much further than print and digital solutions. The client was supported further with colour and furnishing choices for the home interiors.
Signage, brochures, stationery and marketing materials were all created as part of the branding for Cherished. The website was fully responsive; designed in Figma and built in WordPress.
