Concrete authority QCP came to our team at RIOS with a desire to launch a new brand that would specialize in products that transitioned seamlessly from interior to exterior, starting with a line of concrete tiles. We collaborated with QCP to craft Fred + Cathy as a brand that pays homage to the company’s roots in Southern California and celebrates their rich family history.
Through an in depth process of brand analysis and market research, we chose the name Fred + Cathy as a nod to the original founders and parents of the current owner. Because everyone at Fred + Cathy is a true craftsman, the logo reflects their attention to detail by evoking hand-chiseled letterforms. The company’s commitment to local craft traditions and its long heritage is reflected in the “Made in California” tagline.
Robust brand guidelines were established to support Fred + Cathy as it grows and expands over the next few years. Distinct color palettes for branding and product allow the brand to have a fresh and joyful personality while keeping the product line neutral and focused on the exquisite materials and textures. The typography was developed to work well across marketing, web, and technical labels.
Fred + Cathy
Brand Identity | 2019