Launched earlier this month and available exclusively in London, Relish is a new service that provides internet connectivity through 4G and wireless networks without the need to physically connect any wires to phone or cable lines. Through a larger desktop router or a smaller mobile device users get access to some of the faster speeds available in London — billed as “fibre-fast” — thanks to its parent company, UK Broadband, which is “the UK’s largest commercial holder of national radio spectrum suitable for 4G mobile services and fixed wireless solutions”. The identity has been designed by London-based Turquoise Branding with character development by Priya Mistry.
The wordmark isn’t much to get excited about. A fairly straightforward slab serif with a round finish on the bottom right of each character. Could be better, could be worse. What really got my attention about this identity was the characters.
Turquoise chose to focus on the activities that high-volume data users — Productive People — need high-speed connections for on a daily basis. The identity has been created with a broad range of component illustrations, enabling it to stretch across all media and marketing touchpoints and communicate the many ways in which Relish empowers Productive People.
While there is a tendency for brand characters to be more Pixar-esque or realistic, Relish is relying on rather abstract, almost non-efficient-looking blocky people to carry its message. There is something oddly appealing about them and when set in motion they come alive in a very endearing way. I am not convinced this is the best approach or concept for this product and there is no real visual relationship or graphic tie-in between the logo and the characters but, again, there is something innately attractive to the blunt cast of characters — they are almost like caveman drawings, if cavemen wanted to sell each other Wi-Fi services.
The bright blue color and pops of magenta and other colors of the characters make the identity colorful and lively while the heart character on the scooter and packaging make it feel personable and different from the more corporate communications of other internet service providers. There is a third element thrown around, a line-art rendition of the London skyline’s most popular landmarks, which has little visual tie-in to anything else but it does say “London”. Overall, the identity could have been tied together better but it’s a welcome change of pace in this spectrum.
Thanks to The Branding Source for the tip.