Branding

Names, identities and working brand systems.

Three businesses developed from the central idea outwards: naming, positioning, identity, copy, presentation and the customer experience.

Brand strategy · identity · copy system · ecommerce

Focus Coffee

FOCUS is a real UK direct-to-consumer speciality coffee business built around mental performance. The brand leads with the result the customer wants, rather than repeating the usual language of coffee origin and craft.

Name and identity

The naming process tested Grit, Graft, Forge and Flint before rejecting them as too narrow. Focus belonged to everyone with something worth doing. The blend names carry the coffee signal; FOCUS carries the promise.

The heavy geometric wordmark places one gold dot inside the O, turning it into a target: one point of attention held inside structure. Black, warm off-white and that single gold detail keep the identity direct and recognisable.

Copy and product system

The voice follows one rule: attitude and outcome, in that order. “Because scattered is expensive” anchors every part of the system, from labels and product pages to subscription and bundle copy.

Wake Up, Lock In, Black Out, Clear and Wind Down form five States of Mind. Roast information is present, but the buying journey starts with the mental state the customer wants.

From case study to business

The concept was strong enough to become a commercial venture. The custom ecommerce build first explains the five-state system, then offers three clear ways to buy: one blend, the complete set or a subscription.

Wild Mint created the name, strategy, logo and identity, product architecture, complete copy system, label direction, presentation and WordPress shop.

Focus Coffee product experience on mobile

View Focus Coffee

Brand strategy · identity · copy system · service design

Coveredd

Coveredd is a flooring brand designed to make a complicated purchase feel handled. One identity holds residential, landlord and commercial work together without flattening their different needs.

Name and identity

The doubled final letter turns a familiar promise into an ownable name. “We’ve got you covered” is not a decorative strapline added afterwards; it is the organising idea behind the brand and the service.

The identity uses a clean wordmark, warm material colours and uncluttered photography. It feels established and practical without borrowing the visual language of national flooring chains.

Copy and service system

The voice is calm, direct and specific. It answers the questions customers actually arrive with: which floor suits the space, what will it cost fitted, what happens next and how soon can the work be done?

Residential, landlord and commercial customers each receive a distinct route. The same promise holds across all three: clearer choices, visible costs and careful installation planning.

The brand in use

Instant fitted pricing, RoomViz, samples, installation information and responsible-material guidance turn the positioning into something the customer can use. They are proof of the brand promise, not a list of features.

Wild Mint created the name, strategy, logo and identity, message, tone, presentation, service architecture, customer journeys and custom WordPress build.

View Coveredd

Brand strategy · identity · copy system · ecommerce

Natrul

Natrul is a UK cork flooring brand created to position cork as a considered material choice—without leaf logos, eco-clichés or sustainability claims that the product cannot support.

Name and identity

The previous swoop-and-leaf mark belonged to the familiar register of organic wellness brands. It said nothing about flooring, material quality or trade knowledge. The replacement is a restrained wordmark with one amber detail representing cork itself: warm, grounded and used sparingly.

A separate harvest-scar mark was created for the favicon and social avatar, based on the divided textures of a stripped cork oak.

Copy and collection system

Every performance claim is grounded in what cork physically does: cushioned response, thermal retention, acoustic dampening and low visual noise. One word in each major headline is italicised in amber, making the identity and copy part of one system.

Foundation, Harmony, Still and Clarity give the collections distinct positions. Product descriptions follow a locked structure so the catalogue remains consistent across a large range.

The commercial system

The custom WordPress and WooCommerce build includes variable flooring products, sample ordering and a multi-room calculator. Live pack coverage and pricing drive pack quantity, wastage and cost without hardcoded figures.

Wild Mint created the strategy, identity, copy system, catalogue structure, sample journey, calculator and full ecommerce build.

View Natrul

Have a project in mind?

Start with the problem the business needs to solve.

Tell us about it