With deep experience in retail and in-store merchandising, a location in Kansas City’s historic West Bottoms already selected — and a love of all things American — proprietors Patrick Froman and Stephanie Richardson were looking to create not just a better retail experience for American Made Goods, but to transcend preconceptions about being just another artisanal, handcrafted, curated general store.
Distinctly American — With local competitors vacillating between being known as purveyors of “Kansas City-made” and “American-made” goods, we realized there was room for a single-minded and focused leader to emerge in the “American-made” goods retail space. By attaching the brand to the Declaration of Independence and its values of Life, Liberty, and the Pursuit of Happiness, we established Fetch as a culture and a movement, not just a lifestyle shop.
Fetch's mission, vision, and values; mood board; manifesto; and logo elements
Letterhead, envelope and business cards
Desktop and mobile responsive website concept
Hats and t-shirts utilizing Fetch's primary and secondary color palettes
Images of the finished space