The Brief

Bermondsey Pubs is a rapidly growing managed pub group within the larger estate of Ei Group. As the sites were somewhat disparate in design and patchy in terms of their POS and marketing materials, we were asked to create a comprehensive set of functional and launch materials to support the existing sites and to effectively launch new sites after capital investments. The brief also required that we created site specific POS and enough flexibility to cover a number of food retail offers.

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What We Did

Having visited and reviewed a selection of the existing sites and undertaken a digital review, we concluded that we needed to create 2 distinct creatives to cover ‘classic’ suburban and more ‘contemporary’ urban based sites. We designed a suite of materials to cover both functional printed items through to a website template and drew these together into a comprehensive set of guidelines. These included brand rules, Tone of Voice, reference photos and suggested copy.

 

We briefed the internal teams and external third party designers / agencies who were tasked with the rapid roll out programme to ensure that their work complied with this new approach.  We visited a number of new developments to ensure that all materials were being used correctly and refined the planning process that were then subsequently used for site briefings.

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The Outcome

The planning and execution of future site developments were significantly smoother and more coordinated. Costs per launch were reduced and existing sites were retrofitted with vastly improved and consistently designed materials and digital content

 

Take a Look

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