Streamlining Processes
Retail Branding
Branding | Strategy | Graphics | Packaging Design | Print
Brief
ADNH Compass are one the UAE’s largest food-services and catering providers. With some very ambitious growth plans, they were looking to replace their Deli Marché brand, (a coffeehouse chain operating in hospitals, medical centres, shopping malls, etc) with a new concept called ‘HUSK.’ We were asked to find a way to produce a completely new and premium retail brand for a launch event in just a matter of weeks.
Naturally, we were delighted to assist and worked closely with ADNH Compass to deliver this challenging project by…
Speeding-Up Decision-Making
Photo-realistic mock-ups were brilliant in letting decision-makers see what was being proposed, in as much detail as possible, to make faster decisions.
Using a ‘Creative Strategy’
Custom-designed ‘creative frameworks’ allowed so many different branded items to be created at speed.
Quickly Working ‘Feedback Loops’
Hand-drawn sketches were invaluable at road-testing quick ideas and providing fast feedback to the ADNH Compass team.
Using ‘Precision’ Cuts
With the time challenges, many parts of the traditional process had to be cut or shortened. However, we kept critical parts such as ‘theme-selection,’ which was crucial for the overall direction.
‘Locking-In’ The Basics
Creating the universally popular ‘H’ logo early-on in the process was a tremendous help, for morale as much as anything else. It helped to lift everybody’s spirits and accelerated the entire project.
Working Around Client Priorities
With such a large and comprehensive undertaking, a more succesful project was delivered by placing greater emphasis on specific parts of the brand launch. This included areas such as ‘the consumer retail experience.’
Results
The results were tremendously positive…
– ADNH Compass hosted an extremely successful launch event for ‘HUSK.’
– This was carried out between 4-6 weeks after project-start.
– Over 100 branded items were designed in a matter of weeks.
– The organisation received tremendous feedback from operators, suppliers and other partners.
– HUSK set a new quality standard for ADNH Compass brands.
Since Then…
The retail branding work has helped ADNH Compass to maintain their aggressive commercial targets. HUSK was rolled-out in over 50 sites in just under 18 months, with plans to double in the next 3 years.
Also…
ADNH Compass changed their holdings and IPO’d within a year of HUSK going live.
Contact
If you’d like to find out more…