Client
Good Marmalade
Industry
Professional Services
Service
Branding & Design
Overview
Good Marmalade operates in an industry where most businesses look and sound the same. The founder knew the work was different — but the brand didn't reflect that. We built a visual identity from scratch that gave the business a voice, a look, and the confidence to show up differently.
Where things stood
A business that had outgrown its image
Good Marmalade had been operating for several years with a logo made in the early days and no real brand system around it. There were no guidelines, no consistent colour palette, no defined typography. Every piece of collateral looked slightly different.
The business had grown significantly, but the brand hadn't kept up. It didn't feel premium. It didn't stand out. And in a competitive market, that gap was starting to cost them.
What they needed
A brand that matches the ambition
The founder wanted something fresh — a brand that felt modern, confident, and distinctive without being gimmicky. Something that could work across digital, print, signage, and social. A system, not just a logo.
It had to feel approachable but professional. Memorable but not loud. The kind of brand that makes people pause and pay attention.
In their words
"My industry is a tad boring. I wanted to stand out as something fresh. Northbase helped me deliver on that vision."
How we worked
Strategy first, then design
01 — Brand Strategy
Finding the position
We started with a deep-dive into the business, the market, and the competition. What makes Good Marmalade different? Who are they really talking to? What should people feel when they encounter the brand? The answers shaped everything that followed.
02 — Visual Identity
Building the system
We developed the logo, colour palette, typography, and visual language as a cohesive system — not a collection of disconnected pieces. Every element was tested across real applications: business cards, social media, signage, email signatures.
03 — Guidelines & Rollout
Consistency at scale
We delivered a comprehensive brand guidelines document — clear rules on logo usage, colour, typography, tone of voice, and photography direction. Everything the team (or any future designer) needs to keep the brand consistent.
What we delivered
The full brand package
Brand Strategy
Positioning, audience definition, competitive analysis, and brand personality. The strategic foundation everything else is built on.
Logo Design
Primary logo, secondary mark, icon, and responsive variations for different sizes and contexts. Clean, distinctive, and built to last.
Colour System
A defined palette with primary, secondary, and accent colours — specified in hex, RGB, CMYK, and Pantone for digital and print consistency.
Typography
Selected typefaces for headings, body, and accent use — with sizing, weight, and hierarchy guidelines for both digital and print.
Brand Guidelines
A comprehensive document covering logo usage, spacing rules, colour specs, typography, tone of voice, and photography direction.
Collateral Design
Business cards, email signatures, social media templates, and document templates — all designed within the new brand system.
Client feedback
"People notice the brand now. We get comments on it constantly. It finally feels like us — but the better version of us."
Good Marmalade
The result
More than a logo. A competitive advantage.
Good Marmalade now has a brand that works as hard as the business does. It's consistent across every touchpoint, it's distinctive in a market full of sameness, and it gives the team confidence every time they put their name on something.
A strong brand isn't decoration — it's a business tool. When it's done right, it changes how people perceive you before you've said a word.
Scope
