We Are Fine

BRIEF:

Develop & launch an open & honest brand that will compete at the highest level with companies & products that are damaging our health & the future of our planet. The challenges are really serious, competitors/brands selling & marketing misleading products to unknowing customers looking for healthier options.

Establish a brand that can responsibly carry & uphold a honest messages with products certified 100% Organic into a fast moving marketplace competing for attention & hungry mouths!

We want our range of Organic Cereal & Fruit Bars to be on weekly shopping lists across the UK & beyond over time. Punchy colours, serious messaging, opening honest conversations, transparent & hard hitting benefits from our products.

"Toby was an absolute pleasure to work with, bringing to life the brand & visual identity of our company with the upmost attention to detail, the quality of work and the end packaging was far beyond what we thought we could achieve. Extremely professional and efficient service with a friendly face. 100% Recommended!" Smit Patel, Founder, Saar

Full case study available - bytoby.co

Building a future where we all wake up feeling like we matter!

Will you read anything more thought provokingly important than that today? I'm not sure you will.

Working with Kevin Karaca on his visual identity is something I fondly often think about. Purely based on how easy it was to connect & understand how important words & messaging can be to strike the right tone & carry impact.

I've not created an identity for a creative bod before, I've certainly been offered the opportunity, but I've always turned it down. Here's why: WE'RE VERY DIFFICULT PEOPLE TO IMPRESS. And I'll admit it, I was scared to even try for fear of failure, which sounds proper silly saying that out loud now.

It was easy. We met, got on, I listened & translated his thoughts into ideas, they were received very warmly, we became friends. Simple.

Here's how it looks, I'd love to know what you think...

Full case study here - https://bytoby.co/case-studies/kevin-karaca

I've Killed Off My Business...

Embracing 'Design for Good'
In the dynamic world of brand design, evolution is not just inevitable; it’s essential. Today, I’m excited to share the story of a radical transformation for my brand design studio, bytoby. After 12 years of operating under the name 'We Are Fine' and working with a diverse array of clients, I’ve decided to take a bold step towards a new direction driven by a higher purpose. Some might say I’ve killed off my old business, but in truth, I’m breathing new life into it with a focused mission: ‘Design for Good.’

Why the Shift?
The world is changing at an unprecedented pace, and as designers, we have a unique responsibility to influence that change positively. Over the years, I’ve realised my passion lies in creating impactful designs that contribute to a better world. This realisation inspired me to pivot my business towards working exclusively with like-minded brands committed to making a difference for people and the planet.

What Does 'Design for Good' Mean?
‘Design for Good’ is more than a tagline; it’s a philosophy that shapes every project at bytoby. It means crafting branding, strategy, and design that not only stands out but also aligns with ethical, sustainable, and socially responsible principles. My goal is to help businesses create a positive impact through thoughtful design that resonates with their values and mission.

Pro Bono Work: A Commitment to Accessibility
I believe that good design should be accessible to all, not just those with substantial budgets. Each year, I dedicate a portion of my time to provide pro bono services to charities and social enterprises in need of impactful creative support. This commitment ensures that organisations driving social change have the high-quality branding and design they need to amplify their efforts.

Partnering with Purpose-Driven Brands
At bytoby, I’m excited to partner with brands that share my vision of a better, more sustainable future. Whether it’s a start-up championing environmental conservation, a non-profit advocating for social justice, or a business dedicated to ethical practices, I am here to bring their stories to life through compelling design.

The Journey Ahead
This new direction isn’t just a business decision; it’s a personal commitment to align my work with my values. While it might seem risky to some, I’m confident that this focus on purpose-driven design will not only fulfil me creatively but also attract clients who are equally passionate about making a difference. Together, we can craft brands that are loved, noticed, and sought after, creating a ripple effect of positive change.

Thank you for joining me on this exciting journey. I’m looking forward to the incredible projects and partnerships that lie ahead, all fuelled by a shared commitment to ‘Design for Good.’

Visit bytoby.co to learn more about the mission and how we can work together to shape a better future through design.

A little bonus to add to the back pocket for

I played & played with this and decided that having the mark slightly on a slant gave it motion which allowed it to feel less static! Colour palette is sick for this as well, who doesn’t love a dusty pink?!

For enquiries:
↑: Direct message
E: [email protected]

Engine Social Dining

By building & protecting your brand standard you are able to weave stories & meaning throughout everything you do, which continually elevates your message, your mission & brands values!

"Toby's understanding and ability not to over complicate design means work is produced efficiently. The results of this are evident, the branding has allowed us to build a solid business and communicate with our customers from the outset, the quality of what is produced is second to none, his work simply speaks for itself."

A closer more detailed look at this beautiful new rebrand for the lovely people the detail in this is unreal, packed full of emotion & meaning you need this in your hands to really see the time & effort that’s gone into it!

This just wasn’t it. I didn’t understand. I thought it worked but it wasn’t enough. Creatively it works but if you’ve been to you know it’s not ‘it’!
I love looking at the pasteboard & seeing the development of the brand, from initial thoughts & rough work ups to the finished article! You know when it’s enough!

Unseen. Unused. Still loved!

I was having a moment looking back at the marks that didn’t quite make it & there are some absolute bangers that still look super fresh today! Felt good to look back on the great work & great people I’ve worked with I feel very grateful today!

Thank you Ma’am

The new ‘Navy Strength’ gin from in its new bottle & new identity is just stunning! An absolute pleasure to work with Ray & Rachel over the last 5 years where true collaboration has lead us here! Cheers to you 🍸

Taking inspiration from the listed building where a brand lives whilst rebranding, in my opinion, always bares fruit. Many of them steeped in heritage & history, I have been lucky enough to work on projects where the buildings have been as epic as this one!

Recognising features & working with the facade to not over complicate allows the building to adopt the new brand & not feel out of place or uncomfortable with its new guise!

Lovely outcome to the project with for look out for them in the dining room!

I MADE A MISTAKE...

I was approached by a client to produce a high end, stylised & confident brand for an ice-cream company, we had great communication & it sounded like a great project & one the lit my creative brain right up. However, there was a tiny budget, I'm talking half a pair of Nike Air Force 1's tiny. But it lit my brain up & I wanted to help...

So, I've come to understand after 12 years of working for myself that I'm not everyones cup of tea, I don't ring every bell, I can't please every client that asks for my help (we've all been there!). I know that, but I will always try my very best to do all of those things all of the time for all of my clients, always!

This project went sideways very quickly, not to bore you but this is some of the interesting feedback I received...

Yh mate your logos just aren’t doing it for me.
You oversold mate that all I can say.
Expected better from “expert”.
If this was what you were going to come up with mate I wouldn’t have even wanted to pay £25 for those logos.
Cheers mate appreciate it. Best of luck to you as well but one question to create these logos you must be using a template website they’re so generic.
Don’t look custom to me one bit.

The work was too good not to post. Can't win them all.

N E W W O R K //
Development concepts for a new CBD range from CBDLife UK

N E W W O R K //

Snippets from a new full service agency 'JIVE' coming soon. Great to work with other creatives that understand the process & want striking simplicity to cut through the noise! I absolutely love this mark!

N E W W O R K //

Cutting through the noise at busy venues & festivals was the number one priority for Joshua from it was important to create an stylish, established, trust-worthy descriptive brand that did what it said on the tin! Great to work on this, slightly different angle on this from me but super pleased with the outcome! Much more to come from this brand soon!

Congratulations to my client for winning gold with

YOUR BROW GAME JUST CHANGED!
Throw back to last years advertising campaign for

Sweet updates to the brand, looking forward to this place to opening soon!

Elegant & timeless. Refinement of the brand packaging for

I loved this ‘2’ which was on a window from a previous owner on one of the most amazing buildings in town. I knew I had to fold it into the new brand identity for to keep its rightful place front & centre!