Who are Chatwins? Since 1913 Chatwins have been well regarded and successful bakers, not just in their home patch of Cheshire but also in North Wales and Staffordshire. Much loved for the quality of its hand-made products and service, the business has always been run by a Chatwin: Managing Director Edward Chatwin is the third generation of the family to take the helm.
Time and trends stand still for nobody, and it was realised by the company that they were slowly going backwards, while rivals old and new were upping their game. A core of customers were steadfastly loyal, but new ones weren’t being attracted. It was time for a serious, comprehensive rethink about how Chatwins presented itself and perceived itself. Essentially, the task was to meet or surpass the expectations of a contemporary market without sacrificing the company’s cherished heritage.
After undertaking in-depth research across the market, a brand audit was put together, which generated insights and new approaches to the entire Chatwins offering, from shop locations to logotype, packaging to promotional events. A brand strategy was developed and consistency and clarity rigorously brought to bear, all in the quest for genuine, substantial differentiation from competitors that was still rooted in the Chatwins’ culture.
The figures for rebranded stores tell their own story:
• 60% UPTURN IN SALES
• 20% IMPROVEMENT IN FOOTFALL
• 10% INCREASE IN SALE PER CUSTOMER
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“After 100 years in business we felt it was time to re look at our branding as it had become dated and inconsistent. After looking at number of different companies we decided to put our trust in Vincent and “Darwin Brand Consultants”.Over a 12 month period we have worked closely with Vincent and are very pleased with the rebranding. In the shops where we have rebranded sales have improved significantly and we attracting new customers. Vincents design work has been first class, but I feel we have benefited more by listening to him in terms of how to manage the brand. We look forward to working with Vincent in the future, and the roll out of the rebranding across the whole business”.
EDWARD CHATWIN, MANAGING DIRECTOR, CHATWINS