Branding case studies
3663 – Whites
BRIEF: To create brand name, logo and identity for a premium food service range to allow 3663 to market a premium price range.
RESPONSE: Tregartha Dinnie was briefed to produce a proposal for 3663, the leading foodservice brand in the UK. Well known for its Smartchoice, Springbourne and Coronet brands, 3663 saw an opportunity for the provision of high quality chilled and frozen menu components to the catering trade. The brand was required to communicate a number of values to its audience, the chef manager and chef proprietor, including provenance, quality and taste. Our design team also produced the collateral items including packaging, web design and advertisements.
Following a successful launch, sales of the new product line were strong, delivering profitable business to 3663.
tesa – tesacohesion
BRIEF: tesa required a programme of marketing communications, based on the teascohesion concept originated by Tregartha Dinnie.
RESPONSE: Tregartha Dinnie developed tesacohesion from a conceptual approach into a series of specific customer propositions based around people, products, processes and performance - the 'Four Ps'. This concept was developed as part of the change management programme for tesa.
3663 – Barista Coffee
BRIEF: To create and name a premium coffee brand for the food service business, to compete with established brands such as Kenco, delivering a higher price per unit to the client.
RESPONSE: 3663, one of the UK’s leading Food Service businesses, retained Tregartha Dinnie over a number of projects, developing its own brand portfolio. In order to preserve added value with what otherwise may be considered as commodity lines, a well designed and managed brand can give a business competitive edge.
In addition to producing the brand itself, we carried out a research programme, produced the initial packaging design and authored the brand guidelines manual.
The product has transformed the coffee business of 3663 from a commodity line to a profit driver, with the use of the brand both front and back of house.
Edgbaston High School - Corporate Identity
BRIEF: Edgbaston High School for Girls is a selective independent girls’ school in Birmingham, an area which still has selection by ability at year 6 by means of the 11 plus examination. The school, therefore, has not only to compete against others in the private sector, but also against selective state schools, some of which are amongst the highest achieving in the country. The school needs to attract a high calibre of pupil in order to maintain its own high standards and meet the expectations of fee paying parents.
RESPONSE: Tregartha Dinnie took elements of the existing school identity, and created a modern approach to reflect the vigour and energy of the school itself. The colour palette was derived as a subset of the uniform colours, but brightened to give a more contemporary feel. Supplementary colours were established in order to allow the various sections of the school to be clearly identified. The website was overhauled to incorporate an efficient content management system, allowing in-house administrators to update and create content themselves. The programme included the production of stationery, signage, prospectuses, advertisements and email marketing.
The King's Arms Hotel, Bicester - Corporate identity
BRIEF: Re-brand and re-position this Hotel Restaurant to compete in the professional, family and business hospitality sector.
RESPONSE: The Kings Arms hotel in Bicester is a refurbished Georgian Hotel overlooking the Market Square. Tregartha Dinnie was asked to produce the branding for the new business.
Using classic typography and a muted heritage palette, Tregartha Dinnie took visual cues from the architecture of the listed property. The window motif is inspired by the ornate Georgian window of the ‘Hunt Room’ where the Bicester hunt met since its earliest days.
Ross & Roberts – Brand Refresh
BRIEF: To produce a fresh and memorable marketing communications campaign that would leave a positive thought in the mind.
RESPONSE: A series of advert concepts was designed using ‘r&r’ (rest and relaxation), as a play on the Ross & Roberts name. At the same time we introduced a more contemporary colour palette, a complimentary font, and a series of colourful and attention-grabbing images. “Award yourselves a little r&r” became the main theme of the advertising campaign which was then transferred to exhibitions and printed marketing material.
Bong - Blue Label
BRIEF: Bong is a major manufacturer of own brand and branded envelopes for the UK stationery market. They are best known for their Guardian and Plus Fabric envelopes. They identified an opportunity for a mid range brand for sale alongside their own brand ranges.
RESPONSE: The brand name was briefed at the outset and Tregartha Dinnie produced a response that was striking, yet simple. Using a limited colour palette for range and size identification, printing costs were kept low. One significant outcome of the project was the simplification and rationalisation of the required on-pack information, delivering clarity and focus.
MKSP - Milton Keynes Service Partnership
BRIEF: The Milton Keynes Service Partnership was a public/private service partnership providing administration services to education, welfare, transport, infrastructure departments in Milton Keynes Council and other authorities.
RESPONSE: Following a number of Brand development workshops run by Tregartha Dinnie, an approach was developed.
The MKSP brand was developed from the existing Milton Keynes brand, creating a suite of supporting brand elements and literature. The MKSP website was developed to showcase the services that the business delivers, with eye catching imagery from the MK image bank. The style reflects the forward looking and innovative ethos that is part of the city’s DNA.
CCS – Brand Design and Development
BRIEF: To re-position and re-brand this leading collection and enforcement organisation following a management buy-out.
RESPONSE: Tregartha Dinnie carried out an audit of the company’s existing communications material and compared this to its ideal positioning. A similar exercise was conducted to review the competition.
The agency then managed the marketing and PR launch at a major public sector conference. This revealed the complete picture of the new identity materials, produced by Tregartha Dinnie, including logo, trade advertising, sales collateral, corporate material, case studies and exhibition graphics.
The agency’s re-positioning strategy was a quantum break from accepted industry standards using friendly, witty images as visual metaphors for the company’s market sectors, supported by a professional corporate identity.
Green Gourmet – Subcentral
BRIEF: Brand creation for a hot, fresh sandwich concept – a cross between Subway and McDonald's Deli sandwiches. The project included brand name (including trademark searches), brand testing, logo design, consumer feedback on the designs, key messages and straplines, design and artwork for packaging and POS.
RESPONSE: Following a vast amount of research into the origins of the ‘sub’, the Italian sandwich and the various other titles for an equivalent product around the globe, plus a study of competitor activity, we initially submitted around 100 names and sketches, broken down into categories and scored for attributes such as ‘sound’ and how easy they would be to trademark.
After several stages of elimination, the name ‘subcentral’ was finally chosen along with the red city skyline design. Tregartha Dinnie worked with Green Gourmet to produce a High Street quality brand design and its development covered packaging, point of purchase items, literature and trade exhibitions.
Subcentral was initially targeted towards secondary and higher education establishments and has since been developed for leisure parks and sports grounds.
Green Gourmet – Brand Development
BRIEF: Green Gourmet is a supplier of ethically sourced, sustainable and nutritionally balanced food service brands, aimed largely at the education and institutional market. They required a face lift to their identity and its presentation to be used in literature and exhibition graphics.
RESPONSE: A modern treatment of the typographic logo was produced coupled with fresh new imagery and strong message to create a bright and interesting graphic treatment.
Green Gourmet – Mambo Wraps
BRIEF: To develop a brand name, brand style and logo for a range of great-tasting, healthy wraps. These would potentially be sold in a wide variety of establishments such as visitor attractions and theme parks, sports venues, education establishments and staff canteens.
RESPONSE: Many different potential names and styles were put forward by Tregartha Dinnie at the initial concept stages and this Mambo design was eventually decided on for its slightly Tex-Mex sound and the fresh feel to its style and colours. This design, along with five other 'finalists', had been put through focus group research where participants were asked to vote on the logo designs and colours, looking at how these elements helped them understand the nature of the product and if they would appeal to different age groups. It was felt the chosen brand reflected the product well, was sufficiently 'unique' and would potentially be purchased by a wide range of age groups.
We further developed the design to include posters, counter top displays, information leaflets and point of sale items.