BACK TO THE FUTURE
Refreshing a brand with a splash of heritage
Venus could tell it was time for a change but couldn’t work out the how and the what-kind. They’d been clients for a while, but mainly around their menus.
Our instinct was to offer more and, once we’d completed some overview work, they retained us to redefine and refine their brand and personality.
(They already had some valuable registered trademarks for their logos and strapline ‘loving the beach’, and, although they wanted things to change, they also wanted that change to be the result of a deliberate, overall strategy.)
The brand as it stood was simply not doing justice to their personality, love for the locations, commitment to sustainability (having won a Queen’s Award for sustainable development twice), hard work and unique people. We wanted to emphasise that serving great food in brilliant places was a labour of love.
The owners’ parents had opened the original tea-hut on Blackpool Sands beach in the late ‘50s. Its hand-written sign was still in the family and formed the basis for our thinking.
Its three advantages were that it celebrated the family’s long, deep relationship with the beach, it visually drew inspiration from childhood memories and ‘50s beach styling, and it properly aligned the brand with Venus’s story.
We’ll put the numbers up as soon as they’re in (it’s a bit soon just yet), but Venus already feels and looks a like a business and a team transformed.
Over the next year the entire change will roll out to cover everything. Logo, signage, advertising, tone of voice, interiors, packaging, uniforms, the works: however and wherever they communicate, visually or in writing, it will all be new and relevant to the reimagined brand.