We combine research and strategy with thoughtful design to create, communicate and build brands and identities that transform businesses and deliver measurable value.

O2 Ireland: 3G licence bid

12 November 2002

Communicating a new brand, and values of openness and transparency, were fundamental to O2's third generation licence bid. A striking and impactful briefcase, hand-made from translucent perspex, created tangible realisation of 02's values.

Background
Mobile operator Digifone rebranded to O2 in Summer 2002. During the rebranding period O2 submitted its application to the Office of the Director of Telecommunications Regulation (ODTR) for a licence to provide a third-generation (3G) mobile phone service in Ireland. We were commissioned to design and manage the application document for this licence. There were two main issues: how best to communicate the sensitive information in the licence application and how to create a unique delivery method to maximise visual impact on the day of submission. We worked with the internal O2 application team and with a London-based publisher, who would produce and print the document. O2 needed to introduce its new brand and its values to its target audience (primarily ODTR). O2's long-term aim is to be 3G brand of choice and to provide unrivalled mobile service in Ireland. This requires the development of a fulfilment and benefit based customer relationship. Therefore, O2's 3G licence application was created with the customer firmly in mind.

Creative solution
Our concept was based on introducing the new brand and welcoming the audience to O2. We combined clear typography with O2's brand imagery - bubbles photographed in water - onto which we superimposed people of all ages using 3G technology. This recognised that O2's 3G offer will be aimed at all segments of society. The strapline 'welcome to O2' was the focal element of the document, with keywords such as bold, open, trusted and clear used to reinforce O2's core brand values. Type, colour and imagery worked in harmony to establish brand character and to emphasise the fact that O2's 3G licence bid centred on customer experience.

 

Clear identification of each section within the document was vital. With up to six potential licence bids, it was crucial that ODTR could find specific information within the document quickly and efficiently. A slip case was constructed to house the document in a neat and easily accessible way.
The delivery method was critical to success. Submission day provided media and PR opportunities for O2. The presentation of the application had to add value on that day - reflecting how O2 had approached and compiled its licence bid. So we designed a clear briefcase constructed from a durable transparent perspex by Shane Holland Studios. This housed and displayed the licence bid. It allowed a preview of the application document and created a tangible realisation of O2's brand values of openness and clarity.

Results
O2 was awarded a 3G 'B' licence in August 2002. This licence covers the country's five major cities, or around 53% of the population. In winning this 'B' licence, O2 ensures it will remain one of the leading mobile service operators in Ireland. 'Submission of the 3G licence bid was essentially the first public outing for the O2 brand in Ireland. Providing a preface for the pending consumer launch, we required a design concept which accurately reflected the O2 brand values and personality, but one which also demonstrated our commitment to network quality and rollout. BFK successfully delivered on all counts. Design and production of the translucent briefcase also ensured that we received branded media coverage on the submission date itself.' - Mark Lee, Sponsorship and Brand PR Manager, 02

Caffé la Scala branding

01 October 2002

Branding is fundamental to coffee marketing. Only through branding can suppliers retain regular users long-term, attempt penetration of fresh markets and users, launch new products and promote coffee drinking as a lifestyle pleasure.

Background
Campbell Bewley Group are Ireland's largest caterers, retailers of hot beverages, bakery and confectionery and operators of cafés and hotels, trading mainly under the Bewley's brand. In 1997 the coffee market was changing. Starbucks was growing rapidly in the US and consumer interest in quality coffee and new varieties was developing in Ireland. Bewley's identified the need for a new brand to:

1. Project a modern, contemporary, continental image appropriate to new coffee products: Espresso, Latte, Cappuccino, etc. Setting these apart from the established, traditional profile associated with the Bewley's brand.
2. Enable Bewley's to compete in the wholesale/catering outlet coffee market against new market entries which were then capitalising on the trend for speciality coffees in Ireland.

We were engaged to develop the brand strategy, generate a new name and design and implement a brand identity for launch as a continental-style Irish coffee brand.

Brand strategy
Qualitative research helped to define the characteristics and coffee/hot beverage preferences of the target market. The vision, values, market proposition and core messages for the new brand were developed and a detailed brand strategy was set out in agreement with our client.

Naming
A full naming process including brainstorming, short listing, analysis and availability searching led to the eventual selection of the name Caffé la Scala.

Design and implementation
A Caffé la Scala brandmark and supporting colour palette and design style was developed to represent the desired Italian/European style. The coffee varieties, which were at that time relatively new to Ireland, also had the necessary mystique to differentiate the new brand from those already on the Irish market.
Packaging was designed to fit the image, using qualities which define espresso - dark, aromatic, Italian, strong, rich. The result is a dark brown, smoky effect background with, superimposed upon it, a painting of a cup of steaming espresso in rich blues and bronze mosaic. The brand identity and packaging are hand-scripted in bronze to personalise the product and to prevent dating. The identity is flexible enough to be used successfully on other branded items and has been applied to a wide range of support material, cups, saucers, sugar tubes and coffee machines.

Evaluation
Caffé la Scala was launched in 1998 and proved to be an immediate success. Initial annual sales figures were recorded at well over double the original targets with new accounts being opened that would not have been possible under the traditional Bewley's brand. This positive trend has continued as the brand has matured. The brand was rapidly accepted as a contemporary alternative to Bewley's and made rapid inroads in the catering, forecourt, pub, restaurant and coffee house markets. Caffé la Scala is now regarded by Bewley's as a core brand portfolio element and is fundamental to their coffee marketing strategy.

Accelerate and achieve

18 June 2002

We have redesigned both of the prospectus publications for the UCD Michael  Smurfit Graduate School of Business. We renamed the publications Accelerate and Achieve. The new prospectus is larger than A4 and is printed on uncoated paper stock. We commissioned new photography to better express the personalitiy and character of the School and its students.

Pigsback.com brand identity

02 June 2002

Like many great ideas Pigsback.com is an essentially simple concept - connecting brands with customers through permission-based online marketing. The Pigsback.com strategy was to grab attention, to cut through the clutter, to focus on target consumer groups and to create on-going loyalty in a way that is welcomed by consumers. This was to be a website that your mother or even your grandmother would feel comfortable using. The memorable name for the website needed a powerful and direct brand mark of its own.

BFK worked closely with the Pigsback.com start-up team to establish the visual manifestation of the brand. A range of initial visual positioning options were developed - analysing how the brand might present itself in different business scenarios, for example, as a pure Internet proposition or as a mass-market offering. It was important that, while being seen as competent and trustworthy, this brand should also contain a rich element of fun. We had a memorable name to work with and we decided to create a strong, clear, direct logotype that would look as good onscreen as in traditional printed applications. The curl of a pigs tail incorporated into the descender of the 'g' character suggests a friendly, approachable brand. Bright pink was chosen for the primary colour to reinforce this and to generate reaction.

We developed a suite of concepts for Pigsback.com's mascot Curly, ranging from hip Pokemon styles to cute Disney-animation styles. All were researched for marketplace impact and finally a graphical, iconic-style rendering was chosen - an option also ideally suited to the simplicity required for application to the website interface.
A gallery of over fifty Curly portraits were produced for use as icons to represent the different areas within the site - holidays, motoring, shopping, etc. As Pigsback.com was in start-up mode we also created a suite of materials to promote the concept and to get buy-in from the mainstream brands whose support was needed to launch the site.
Easy-to-use brand guidelines and standards were created to ensure that the brand would not become diluted in application. We also worked with Pigsback.com's technology partners to oversee the application of the brand identity to the front-end interface of the site.

'BFK took the pig and flew with it. Combining the twin values of trust and fun into the new Pigsback.com brand required the twin capabilities of professionalism and creativity from BFK. They delivered beyond our expectation.' Michael Dwyer, CEO Pigsback.com

Pierre's: branding a strong retail presence

02 February 2002

A strong performer in the convenience food market since 1993, the re-launch of Pierre's with an evolved and updated brand has resulted in dramatically increased sales.
Background
Green Isle's food service brand Café Pierre was established in 1993 to fulfil a need in the retail convenience food sector. In 1997 an opportunity was identified to reposition Café Pierre to target the boom in the 'snacking-on-the-move' market. BFK was commissioned to evaluate the brand and to advise on and implement its strategic development over two years.
Consultancy
An in-depth research programme identified key customer needs and explored the current and future market and product development opportunities. A visual audit investigated the consumer appeal of existing brand communications - the name, brand mark, brand character and overall visual identity. Having established that there was already positive brand equity, we recommended an evolutionary approach to developing a more contemporary and customer-facing brand. The brand name was shortened to 'Pierre's' while the core features of the brand identity were retained. We enhanced the Pierre character, making him friendlier with a more well-fed look and a twinkle in his eye. Bright and vibrant blue, red and yellow colours were chosen to create impact and shelf appeal. The outcome is an impactful and contemporary visual identity, flexible enough to be used on all branded material, including product packaging and point-of-purchase material, staff uniforms, exhibition stands, signage and advertising.
Evaluation
Supported by a complete brand re-launch and strong marketing campaign, the new Pierre's range has been readily welcomed by trade customers and consumers alike. This has resulted in the development of a wider retail distribution network and a dramatic increase in sales. In 2000 the re-branded Pierre's was acquired by IAWS Group plc, a major food Group with operations in Ireland, the UK, continental Europe and the United States. Pierre's is now an integral part of IAWS's food division where it complements the group's other food service brands - Cuisine de France and Delice de France.
IAWS Chairman, JC Moloney, notes that 'Pierre's, through its hot food offering, has achieved a strong branded retail and catering presence. Hot food is growing strongly.' (IAWS Interim Results 2002, Chairman's Statement, March 2002). Pierre's is now the leading supplier of frozen foods to the food service market and to the convenience retail 'food-to-go' sector. A comprehensive product range including fully cooked meats, fish, chicken, vegetable and potato products, savoury pastries, continental breads, confectionery and desserts are distributed nationwide.