Changing perceptions: a brand refresh
Whistlestop has always been known as the place to pick up a quick snack before jumping on a train. But a new store in Waterloo saw a real chance for the brand to change perceptions and realise its ambition to become the station destination for breakfast, lunch, picnic or dinner… and shout about its great wine too. To give them a credible boost, they needed a brand refresh, and a new suite of in-store communications to go with it.
We created a completely new look and feel for the brand and alongside this, a toolkit that would act as a guide to visual language in store. A communication hierarchy that had a clear structure for value, quality, inform and inspire messaging was at its core, and we developed a simple, bold creative focussing on the ‘stop’ to indicate a hub to stop and shop. Communication needed to be both instant and clear for the customer in a rush, so we used a simple and friendly tone of voice which worked well to communicate Whistlestop’s expertise in wine too.
We looked at a campaign overlay to keep things fresh and relevant throughout the year. And so successful was the new scheme, it was rolled out to all Whistlestop’s legacy stores.
We’ll cheers to that.