CHATWINS

Chatwins coffee cups

60% RISE IN SALES THE ICING ON THE CAKE FOR CHESHIRE BAKER

THE CRITICAL BUSINESS ISSUE

“We’d stood still. We had loyal customers and lots of them, but we weren’t attracting new ones, which is fatal. Slowly but surely trade was dwindling, right across the board.”

Edward Chatwin, Managing Director, Chatwins

THE RESULTS ACROSS THE REBRANDED STORES

INCREASED SALES BY UP TO 60%
INCREASED FOOTFALL BY 20%
INCREASED AVERAGE SALE PER CUSTOMER 10%
INCREASED POSITIVE AWARENESS AND RECOGNITION
INCREASED PROFITS

SALES WERE GOING STALE FOR AN ESTABLISHED BAKERY CHAIN – THEN A REBRAND TURNED THINGS AROUND

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. In their original heartland in Cheshire, and throughout Staffordshire and North Wales, Chatwins were watching sales figures fall. The situation had to be addressed to reverse the decline and ensure the future success of this much-loved chain of shops.

“Rebranding can help you reach new customers and capture new markets. It’s about giving yourself a unique competitive advantage.”

Vincent Bissette, Managing Director, Darwin Brand Consultants

THE CLIENT AND THE ISSUE

NEW GENERATIONS OF CUSTOMERS EXPECT SOMETHING DIFFERENT WITH THEIR COFFEE AND CAKE: DARWIN ADDED BRANDING LOGIC, CONSISTENCY AND STRATEGIC VISION TO THE MIX.

Edward Chatwin, great-grandson of company founder John, knew the company had outstanding expertise literally at its fingertips, in its handmade, home-made products. But he also knew that a business cannot live by bread and sandwiches alone.

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 … and they also have a natural appreciation of hands-on, artisan skill. The days of pre-packed sandwiches in small transparent, plastic triangular packets are fast becoming history. Customers want choice and fresh, healthy options.

Faced with a turbulent market and increasing competition, Chatwins sought guidance in transforming their brand. They settled on a company that had impressed with work Edward Chatwin had noticed while visiting Glasgow: Darwin. “We liked that Vincent brought logic, consistency and strategic vision to the entire project, not just strong graphics. The approach was holistic, not piecemeal. Proposals were – and continue to be – creative, but never simply for creativity’s sake.”

“We needed a clear-eyed, honest view, and Darwin had the experience and ability to deliver it.”

Edward Chatwin, Managing Director, Chatwins

HOW DARWIN RESPONDED

CHATWINS NEEDED A WAY TO COMMUNICATE ITS ABILITY TO PROVIDE HIGH QUALITY PRODUCTS AND ENVIRONMENTS FOR CUSTOMERS.

Extensive research was initiated, across rival bakery outlets, sandwich and coffee shops. A bespoke brand audit was compiled, to help analyse the Chatwins brand, product offerings, pricing, locations, threats, how customers moved through the stores, brand and category opportunities… nothing was left to chance.

What emerged was that Chatwins’ existing branding didn’t register with the general marketplace. There was little brand equity and negligible opportunity for evolution.

Using insights from the brand audit, Darwin worked from the inside out, advising on and developing a brand strategy that would differentiate Chatwins from their competitors. The brand strategy and identity had to speak to their target audience in a more relevant and creative tone of voice, while preserving the company’s exceptional heritage.

“A successful rebranding requires more than a revamped logo. It demands a vision that inspires customers, prospects, staff and others to see the company in a new light.”

Vincent Bissette, Managing Director, Darwin Brand Consultants

WHAT WE IMPLEMENTED

NOT ONLY DID WE TRANSFORM PERCEPTIONS OF THE BRAND, WE ALSO ENSURED CHATWINS STOOD OUT ON THE HIGH STREET.

Darwin identified and created audience-specific messaging to support the new Chatwins positioning. The messaging reinforced the company’s new business strategy and value proposition with core stakeholders. A new rallying cry was defined: Fresh Food, Coffee and Cakes. Yes, it’s simple, but its very simplicity and clarity would prove inspirational.

We reignited the brand across the full range of Chatwins touchpoints, revisiting everything from the company logo, colour palette, signage, point of sale, interiors, packaging, interior graphics, vehicle livery, stationery, promotional events and advertising, all the way to ideas on new product offerings and promotions.

To be truly successful, though, the new brand had to meet two criteria: reflect Chatwins new vision and positioning, and unify the company, both internally and externally.

“Rebranding isn’t simply cosmetic: it is fundamental to business success. How you present your business to the marketplace is how your business will be valued by the market.”

Vincent Bissette, Managing Director, Darwin Brand Consultants

THE OUTCOME

CHATWINS ARE BACK AND ENGAGING CUSTOMERS IN GREATER NUMBERS THAN EVER BEFORE. NOT SO MUCH REBRANDED – MORE REBORN AND REJUVENATED.

“The investment in rebranding is more than worthwhile … it’s great to see the rewards coming through.”

Edward Chatwin, Managing Director, Chatwins

The rebranding program delivered tangible business results, as shown earlier, and it continues to be recognised for its lasting impact and influence.

Darwin helped bring the new brand to market, providing recommendations to increase engagement and improve communications. Collaborating closely with Chatwins Directors, Darwin provided all the tools necessary to maximise the strength of the brand.

Edward Chatwin: “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 Darwin on the team isn’t like working with outsiders – they’re more of an integral part of the company.”

Maybe a coffee and a chat with Darwin could help your company refocus, rebrand and revitalise. If you’d like to know more, then get in touch now via our CONTACT FORM >>>

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