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Fridgy© is a family-owned Australian company that specialises in creating high-quality stainless steel water bottles and coffee cups. Their products are designed to withstand the toughest of
Australian environments, including the harsh conditions in the North of Western Australia where they were founded and still operate today.
Reviving Purpose – The Fridgy Rebranding Story
In 2021, I began assisting Dan, the founder of Fridgy, with various tasks such as card inserts, labels, and product photography. 12 months later, during a visit to Dan’s Port Hedland Warehouse to collect products for photography, the topic of re-branding arose. Surrounded by stacks of Fridgy boxes, I broached the subject delicately, pondering how to convey the necessity of re-branding without causing offense. Eventually, I gathered the courage to ask Dan about his aspirations for Fridgy. His response was direct: he aimed to expand nationally and internationally.
Seizing the opportunity for candid conversation, I shared my honest assessment with Dan, expressing doubts about the viability of the current branding and online strategy. To my relief, Dan wholeheartedly agreed. With a substantial order looming on the horizon, the time for re-branding was ripe. Thus, we embarked on the journey to reinvent Fridgy together.
The rebranding initiative marked a new beginning for Fridgy, infusing it with a renewed sense of purpose and confidence. With a defined strategy, narrative, and visual identity, Fridgy emerged as a distinctive presence in the market. Dan’s innovative spirit and entrepreneurial instincts played a pivotal role in reshaping the brand and its products.
Today, Fridgy resonates with consumers, evoking a sense of pride and belonging. Its transformation epitomises the power of innovation and determination in the world of entrepreneurship. The story of Fridgy’s rebirth stands as a testament to Dan’s vision and perseverance.
Revitalising Identity: A Re-branding Case Study
The Problem
Prior to the re-branding initiative, the brand faced a deficiency in differentiation, appearing indistinguishable from other prominent brands in the market. It possessed a subpar logo and lacked a clear direction, with no defined target audience. It featured a below-average logo and lacked a defined direction, without a specified target audience. The logo exhibited weakness, failing to convey a cohesive brand identity. The client’s aim was to achieve national recognition, prompting the need for a thorough strategic overhaul.
The Solution
The solution involved pinpointing a specific target demographic: the hardworking Australian workforce. To resonate with this audience, the product’s design required a significant overhaul. Prioritising qualities such as durability, resilience, and ruggedness became essential to align the product’s integrity with its visual appeal. The re-branding strategy aimed for a bold, straightforward logo, complemented by crisp imagery showcasing various workforce settings such as agriculture, ranching, manufacturing, construction, mining, and industrial sectors. The objective was to craft a brand narrative centred around authentic Australian narratives of industrious individuals.
Over 12 Months Later
The re-brand was officially unveiled in September 2022, and since then, Telling Designs has closely overseen brand management as it continues to evolve.
In 2023 and onward into 2024, a spacious new warehouse was inaugurated in Balcatta, Perth, Western Australia. Furthermore, a national sales representative was recruited to facilitate scalable growth and fortify sales efforts.
The onset of 2024 has witnessed the brand securing placements in over a dozen retail establishments, with several more prospects on the horizon. Ongoing discussions with nationally recognised retailers, spanning all Australian states and international locations, are underway to align placements with the brand’s vision. Additionally, the brand’s co-branding endeavours encompass some of the world’s largest mining companies and, more recently, nationally recognised sports clubs.
As the team progresses through 2024 and into 2025, they anticipate a demanding schedule but remain enthusiastic about the future, eagerly anticipating the journey ahead.
Visit the complete re-brand featured here
