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Chatwins logo design on coffee cups
An example of Chatwins logo on coffee cups.
Chatwins logo design on uniform
Chatwins logo design being showcased on staff uniforms and coffee cups.
Chatwins uniform and interior
A Chatwins employee showcasing the uniform and shop interior designed by Darwin Brand Consultants.
Chatwins logo design on coffee cups
An example of Chatwins logo on coffee cups.
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A 60% rise in sales was the icing on the cake for Cheshire bakers.
Chatwins
Times and tastes had changed many times since Chatwins Family Bakers first fired up the ovens in 1913, but in recent years the company had been slow to adapt.
BEFORE
AFTER
The brief
Time had stood still for the historic bakers.
Chatwins were watching sales figures fall. The world has changed. Coffee houses and bakeries have upped their game in terms of how they look and in the environment they offer customers. New generations of customers have different expectations of coffee and sandwiches. The situation had to be addressed to reverse the decline and ensure the future success of this much-loved chain of shops.
The solution
Transform perceptions and improve awareness.
Chatwins was taken through the entire rebranding process. Through extensive research I identified and created audience-specific messaging to support the new Chatwins positioning. I reignited the brand across the full range of Chatwins touchpoints, revisiting everything from the company logo to the stationery.
“Everyone in the company feels that the investment in rebranding has been more than worthwhile, and it’s great to see the rewards coming through, along with positive responses from customers, employees and peers in the industry. We believe we’re striking a good balance between contemporary perceptions and our heritage, which is so important to us. The collaboration is also remarkable in that having Vincent on the team isn’t like working with outsiders – he’s more of an integral part of the company.”
- Edward Chatwin, Managing Director
Results
> INCREASED PROFITS
20%
INCREASED FOOTFALL
> INCREASED POSITIVE AWARENESS AND RECOGNITION
60%
INCREASE IN SALES
10%
INCREASED AVERAGE SALE PER CUSTOMER
The outcome
Reborn and rejuvenated.
I helped bring the new brand to market, providing recommendations to increase engagement and improve communications. Collaborating closely with Chatwins Directors, I provided all the tools necessary to maximise the strength of the brand.
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