About

When Oonagh Simms trained as a patissiere and chocolatiere in Paris, she would make at least four different types of artisan marshmallow a week. When Oonagh returned to London she realised something was missing – here a marshmallow means the sad pink and white puffs we add to hot chocolate, or toast on the end of a stick on bonfire night.

So Oonagh became ‘The Marshmallowist’, creating decadent marshmallows with a sophisticated edge. Her marshmallows can be found everywhere from her weekly Portobello Market stall in London to fashion events, festivals and shops throughout the world.

Re-brand

Teaming up with Melbourne based Graphic Designer Veronica Lethorn, they decided to re-brand in order to position Oonagh — the ‘Marshmallowist’ in a more premium market place.
The brand needed to appear more fun, more premium and more adventurous.

The brand name has since been shortened to… ‘Marshmallowist’ in order to mark the start of a new beginning, and reflect the products integrity values and personality. To be present but also futuristic and progressive.

Whilst Veronica’s brand was applied across print and web media. The Marshmallowist’s called in Eve Warren, who specialises in Photography and Art Direction and commissioned her for a product shoot. She applied an array of bright abstract fruit patterns to match the bold values of Veronica’s brand.

This then led onto a shop window display in which Eve hand painted a set of fruitful illustrations to celebrate the beginning of Autumn.

The Brief & Considerations

Re-evaluate the founding story, brand values and personality. Reflect and interpret what the ‘Marshmallowist’ is about in every piece of communication we create.

‘We are the definitive marshmallow experts’.

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Values

Artful / Crafted — Handmade, Contemporary expression
Great product — Quality ingredients and craftsmanship
Innovative — Flavour combinations are unique, Expanding product to other areas i.e recipes and seasonal products
Luxury — Embeded in product

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Innovation
Self expression through food, make the customers enjoy the eating experience of the Marshmallowist.

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Aspiration
Craving higher quality, a different taste experience, enjoying the finer things in life and looking for the unconventional, fun but grown up aspects of marshmallows.

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Personality
Straight talking / Quirky / Fun / Crafted / Contemporary (Modern) / Youthful / Energetic / Honest / Individual / Simple / Passionate / Quality / Unique / Adventurous / Progressive / Optimistic / Principled / Commited / Gourmet

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Points of Difference
Artisan / Flavour combinations / Quality

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What we are not
Too Feminine / Floral / Kitch / Low-end / Stuffy / Over-complicated

Designed by: Eve Warren, United Kingdom.