The Opportunity

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.

The Solution

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.

Brand Framework

Fetch's mission, vision, and values; mood board; manifesto; and logo elements

Brand Design

Secondary marks

Letterhead, envelope and business cards

Desktop and mobile responsive website concept

Hats and t-shirts utilizing Fetch's primary and secondary color palettes

Promotional items

Brand Development

Images of the finished space

Clockwork integrates the emotional connection between brands and the physical spaces in which they are manifested.