Bewley’s
Reinvigorating an iconic brand
Appointed to undertake a strategic brand review and subsequently rebrand Bewley’s, we focused on elevating the quality, craftsmanship, passion and elegance upon which the brand was founded.
Appointed to undertake a strategic brand review and subsequently rebrand Bewley’s, we focused on elevating the quality, craftsmanship, passion and elegance upon which the brand was founded.
Challenge
Our aim was to reinvigorate the 175 year old iconic brand making it relevant to new generations of tea and coffee connoisseurs across domestic and international markets. Our starting point was international competitor and benchmark studies along with extensive VisEq analysis across all channels and all geographies.
Consultative interviews and workshops were completed with employees, customers, partner brands and consumers. Customer journeys were mapped for all segments, identifying areas of focus that would deliver maximum impact.
Solution
Reinforcing Bewley’s as the original tea and coffee experts, using visual story telling to celebrate knowledge and innovation and investing in a masterbrand strategy became central to our strategy.
Inspiration for all touch points was derived from the brand’s heritage with bespoke photography commissioned to celebrate the people responsible for the brand’s success, from baristas to master blenders.
RichardsDee brought real energy, ambition and discipline to what was a complex, multifaceted, multi market brand project. Their best in class strategic brand thinking, with compelling creative execution has delivered real results for us. Their passion for our business and their ability to understand our business quickly is what sets them apart from anyone else.
Mark Saunders, Group Brand Director, Bewley’s
