Compass Group, the UK’s largest caterer and licensor of brands into schools, hospitals and workplaces, identified an opportunity to create a cross sector brand proposition of their own, distinctive enough to compete a branded offer.
In order to feel and behave like a brand with real substance we had to leverage the strengths of the Compass organisation, to meet the needs of an increasingly time poor consumer.
OUR STRATEGY: PURVEYORS OF A PROPER BREAK
We discovered that Compass Group could trace its roots back to a man named Jack Bateman the forefather of the modern factory canteens, having introduced them to feed British factory workers in support of the war effort. We saw an opportunity to give this brand real social utility in delivering productivity and happiness. We re-framed its purpose from feeding industry during the war, to catering to the needs of today’s industrious people.
Our brand proposition ‘purveyors of a proper break’ connected the company heritage story with a consumer insight around shorter lunch hours, increased grazing to fuel productivity, and the need to escape and unwind. Our customer facing proposition, ‘Fresh food, great coffee, good company’, spoke as much to the mental wellbeing benefits of escaping routine and enjoying a social interaction, as it did about the benefits of fresh food and drink offer. From this we created the 360 brand experience from identity, messaging strategy and authentic tone of voice and store design.
MAKING IT WORK IN THE REAL WORLD: 3 GUIDING PRINCIPLES
1. The Industrial Modern Artisan – we combined heritage references and materials from utilitarian industrial Britain of 1940s, with the modern artisan experience, to create a deliberately under-designed brand system with a clear visual and verbal point of view.
2. Brand as authentic storyteller – we researched and re-told the original heritage story with the help of a historical archivist. From this we introduced a conversational tone of voice and key messaging strategy. The signature ‘Meet the Makers’ wall brings alive the three key pillars: nutrition, seasonality and provenance, in both stories and images. Throughout the store we used every touchpoint, from digital menu boards, to POS to tell the ‘good news’ stories behind the products.
3. Creating a social space – these cafés were set in within an existing institutional environment, such as a school, hospital, or workplace. The brand experience we wanted this brand was the antithesis, a natural ‘out of office’ experience, that felt warm, sensorial and social. Elements were deliberately designed create moments of connection and spark up conversation.
WHAT WE DID
Tone of voice
Point of Sale
Digital menu boards