Trixie

survey of customers helped develop the brand essence and a new central idea: “Friends for Life”. This tagline – previously set in a standard font – was to be made more individual, more concise and more emotional and needed to work in German and English (“Freunde fürs Leben”).

To find the right look and feel, we first tested various designs. We shortlisted a thin and a thick marker as well as a brush pen. We presented these variants to Trixie, who opted for the latter. We then tried out various written styles until we found one that we could present and from which we could start working.

We digitized the two versions, aligned them with the baseline, made initial adjustments (e.g. to the stroke weight) and resolved the connections for better writing flow. Further visual corrections were needed, but to give our client a feel for the direction, these steps were sufficient for the time being.

Based on these iterations, the team led by Head of Marketing Claudia Menzel was able to provide initial feedback: they asked for simpler i-dots, a better ‘e’, a more legible ‘r’, a more closed ‘s’ and the spelling of nouns beginning in capital letters. We corrected the details on the letters ‘n’, ‘d’, ‘o’ and ‘f’, on the letter connections, spacing and x-height and reduced weights and contrast. Office dog Ludo and his paw were the inspiration for the altered i-dots – a detail that not only went down well with our clients but also with the target group.

In another meeting, we discussed the result and agreed on further adjustments: The inclination of the lettering should be more dynamic, the loops of the letters ‘F’, ‘d’, ‘f’ and ‘L’ were dropped and further characters separated from each other.

After these adjustments, the final round of corrections was made. The finishing touches included a shortened stroke at the end of the lettering and two adjustments to the lowercase ‘f’: the upper ends were made more open and shorter, the descenders of the ‘f’ in ‘for’ and ‘fürs’ were extended. This made the design even more stable and concise. This detailed project was completed when the vector data was handed over.

Head of Marketing Claudia Menzel – herself a trained graphic designer – summarized the cooperation with us as follows:

With a clear briefing, mutual appreciation and cooperation from the outset, it was a pleasure to work on this project in collaboration with Trixie and we are absolutely delighted with the result too.

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