Commercial and Brand Activation

Client

Bagel Nash

Project

The Fast Casual Revolution - 'Foodie' Brand Development

Brand development for leading high street bagel and coffee chain.

Bagel Nash are a chain of 14 stores, operating in the ever-evolving fast casual dining space. As part of our ongoing brand growth strategy they enlisted our support to help them achieve increased sales, brand standout and customer loyalty through a brand repositioning project, piloted in their Nottingham branch.

The client required us to challenge everything.

We reviewed the former Bagel Nash brand, which was developed by ourselves four years earlier, and looked for opportunities to compete harder with the growing fast casual market.

Bagel Nash wanted us to look at everything – from signage to point of sale, uniforms to wall dressings, product display to furniture and all that’s in between.

We started with the customer journey – reviewing the brand experience from outside, in, and benchmarking it against other offerings in Nottingham.

We would not leave until Bagel Nash turned heads from metres away, tempted customers inside and made trying new products irresistible.

Now was not the time to be subtle!

It was important to us to educate consumers that Bagel Nash was more than just bagels.

It was important that we communicate that Bagel Nash means more than just bagels; it is a great place to visit for a whole range of other products – hot food to go, salads, hot drinks and fresh drinks too.

We introduced new colourways for the five product category areas to ensure they could be easily identified by customers.

Our ‘crafted and foodie’ brand territory celebrated the artisan nature of the offering and the quality of the ingredients.

We presented three brand territories to the owners and moved forward with the ‘crafted and foodie’ route which tested best. We felt this option celebrated the artisan nature of the offering, the effort and craft behind the scenes and the quality of the ingredients used.

The main elements of this territory are the ‘foodie swash’, a swash of colour across the page representing the freshness of the products, new photography and a new colour palette segmented across five product ranges to allow easier way-finding in store.

Our goal was to create an ‘Instagramable’ experience, a brand that was good enough to share with others.

We updated the brand fonts to improve legibility as we developed more personality statements.

Our main driver for the brand content, photography style and store experience was ensuring we created an ‘Instagramable’ and Tweetable experience. We wanted to ensure the millennial market felt the experience was good enough to share with others.

The new photography style was all about ‘temptation’; and showing products deconstructed to give a sense of the quality ingredients used. We shot photographs using a style that appealed to Bagel Nash’s customers – the bird’s eye view photos took direct inspiration from the growing Instagram food photography trend.

We maintained the brand’s orange and black identity which has been with the brand since its launch in 1987. However the new treatment was much more energetic, using swashes of colour as opposed to blocks.

Results:

  • We are carrying out a six month evaluation of the activity, reviewing ROI of different elements
  • Three months after implementation sales had increased by 16% against the previous quarter.
  • We expect to begin a brand roll out programme across other stores over the coming year.
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