Frances Design
New Zealand • Luxury Merino / Retail
A luxury merino brand grounded in provenance, crafted to connect people back to the land.
PROJECT SCOPE
Brand Strategy - Grounded and Groundbreaking Framework
Brand Identity
Packaging Design
Photography Moodboard
Marketing Collateral
Signage Design
COLLABORATORS
Photography: Dana Johnston www.danajohnstonimagery.com
Web Developer: Joel Kendall Decent Exposure www.decentexposure.co.nz
Rachel came to Farmers Daughter with something genuinely rare: two patented merino weaves inspired by the braided rivers and mountain landscapes surrounding Aoraki / Mount Cook.
She wasn't looking for a prettier logo. She needed a brand that could honour generations of heritage while positioning Frances Design confidently within the luxury market.
WHERE THEY WERE
Rachel came to Farmers Daughter with something genuinely rare: two patented merino weaves inspired by the braided rivers and mountain landscapes surrounding Aoraki / Mount Cook.
She wasn't looking for a prettier logo. She needed a brand that could honour generations of heritage while positioning Frances Design confidently within the luxury market.
Rachel had already created an extraordinary product, but the business existed only as an idea in her mind.
She knew the scarves carried deep personal meaning and remarkable commercial potential, yet every decision felt overwhelming. The website, packaging, photography and messaging all needed direction, but without a clear strategic foundation there was nothing connecting the touchpoints together.
Through discovery and strategic conversations, we explored Rachel's vision, the story behind the product, the people she wanted to reach and the qualities that could set Frances Design apart. This gave us a foundation for making decisions about the brand, rather than treating the website, packaging, photography and messaging as separate tasks.
What she needed wasn't more design. She needed clarity.
THE STRATEGIC INSIGHT
The luxury merino category is filled with beautiful products.
The opportunity wasn't to compete on beauty - it was to own provenance.
We uncovered Frances Design's true point of difference by connecting three powerful assets: the patented merino weave, the landscape beneath Aoraki / Mount Cook, and the emotional desire for luxury that feels meaningful, not manufactured.
Rather than selling scarves, Frances Design would invite people to wear the story of the land.
THE STRATEGIC DECISION
Position Frances Design as a luxury brand where every thread carries provenance.
This single idea became the filter for every creative decision that followed. The identity, colour palette, photography, packaging, website and retail experience were all designed to express one consistent feeling: quiet luxury grounded in place.
WHAT CHANGED
The visual identity draws directly from the landscape that inspired the product.
The custom monogram references Aoraki and the braided river systems, while the soft blues, earthy neutrals and natural textures reflect the light and stillness of New Zealand's high country.
Every customer touchpoint - from embossed mailer boxes and tissue paper to signage, stationery, photography and digital experience - was designed to feel tactile, considered and unmistakably Frances.
This project was delivered as a full brand strategy engagement through The Grounded and Groundbreaking Framework
A RELATIONSHIP THAT KEEPS GROWING
Building Frances Design wasn't the finish line - it was the foundation.
Eighteen months later we're still creating together, from seasonal campaigns and packaging to photography, digital experiences and new product launches. Because the strategy was right from the beginning, every creative decision now feels clear, cohesive and remarkably simple.
“Working with Farmers Daughter has been one of the most rewarding parts of building Frances Design.”
“From the very beginning, they took the time to truly understand our purpose, the feeling we wanted our brand to evoke, and the experience we wanted customers to have - even when I couldn't quite put it into words myself.
We knew who we were, but Becks and her team translated those ideas into a brand that feels unmistakably Frances, and continues to do so with every new piece of creative work we develop together.
The foundations we've built make every decision - from packaging and photography to our website and social media - feel clear, cohesive and surprisingly simple. I've realised the right design partner isn't a one-off project; it's an ongoing relationship.”
Rachel – Founder, Frances Design
