This Cornish company had already created the Cut4Cloth brand for a successful range of organic baby clothes, and was keen to take it into other child- and mum-friendly product areas. It briefed Absolute Design to carry out the programme, and the consultancy instigated a 'name game' to develop a new brand and give the client confidence in the change. The end-result was 'Frugi' - derived from the Latin for 'fruits of the earth' - which harnessed the core values of the company and showed its international potential. A simple leaf logo allowed for the addition of sub-brands such as Planet Frugi, and a website was also created.