Finches Friend is a direct response to an increase in the decline of common garden birds. According to the British Trust for Ornithology, between 2008 and 2018, the number of Greenfinches dropped by 67% and Chaffinches by 29%. The decline has been linked to disease spread on bird feeders.

Founder Dick Woods recognised this fact first hand at his home garden in Kent, where dead finches lay in high numbers. An engineer by trade, he turned his attention to creating long-lasting bird feeders that were both strong and helped fight against common bird diseases—helping to slow the decline of wild garden birds, with a first of its kind, easy-clean, feeding station.

The brand identity was guided by a ‘borrowed from nature’ approach. A theme that felt sympathetic to its founding story and let the brand behave in a way that felt like it was giving something back.

The logo mixes soft friendly curves with harsher, sharp edges to mimick common characteristics within British garden birds and within nature, whilst giving the identity a feeling of trust and friendliness.

Similar ideas were expressed within other parts of the visual identity, a colour palette directly sampled from nature, RSPB location images blurred to create backgrounds and red is used as a highlight colour, to attract attention—similar to colour hierarchy in nature.

A custom font, FF Woods (named after it’s founder Dick Woods) reflects similar features within the logo—bringing a consistent, friendly and trusted character to all communications.

Simple and clean illustrations reinforced the idea of the Finches Friend bird feeder, being the cleanest, dirt-free feeder, on the market.

The brand identity was rolled out across the website, packaging and marketing, and continues to be rolled out as the brand grows its product range into America and onto Amazon.