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Sea Emporium

Background Sea Emporium supplies the world’s finest super yachts with luxury goods, providing stunning aesthetics, yet not overlooking the importance…

Branding packaging design Belfast

Pet Bakery

The Context
Based in County Tyrone, Pet Bakery produces high quality, artisan dog treats in a range of flavours and treat shapes. The company’s products are sold through distribution to supermarkets, pet stores and high-end country stores across Ireland, UK and Europe. They also sell their products online.

The Challenge
After a number of successful years in the market, Pet Bakery started losing market share. This was due to the brand and its packaging being out of date and no longer appealing to consumers. In addition, its product range needed to be reviewed and updated. The Circle team was commissioned in 2019 to create a new brand identity, rebrand the business and create a new brand strategy and direction for roll-out across the company.

Our Approach
Following an initial consultation with the client, the Circle team carried out extensive qualitative and quantitative research inside and outside the organisation, to include staff and distribution stakeholders. This was conducted via desk and online research methodologies including online meetings, face to face meetings, surveys and phone calls. In addition, Circle undertook research across industry best practice globally in Petfood and Pet Treats brand strategy creation.

Our Outputs
Circle successfully fulfilled all the requirements of the brief and we provided the client with a full suite of all assets. This included:
• conducting qualitative and quantitative research inside and outside the organisation
• refining the brand proposition, securing agreement on brand direction, defining the brand strategy for Pet Bakery and creating a strong B2B brand
• producing a fully illustrated and clear brand for stakeholders, internally and externally to use, under one clear and clean brand approach
• producing a series of refreshed, future-proofed concepts for the brand, and a full brand guide for implementation with distributors and suppliers, and within Pet Bakery
• implementing the new brand across a range of carefully selected collateral aligned to brand style and feel, including new Pet treat packaging and touchpoints
• creating a living brand style guide for Pet Bakery
• delivering brand training and a governance model for Pet Bakery staff to take forward and provided brand training to staff

Testimonial
“Since we changed to the refreshed branding, new packaging design and point of sale our sales have increased by more than 100%, we have picked up new distribution in three new countries and have been listed in most UK pet shop chains. We couldn’t have had a better response to the changes and are delighted with how the new designs look.”

Bernard Mackle
Managing Director
Pet Bakery

6 sheet advertisement campaign

The Vestry Café

The Vestry was created as an upmarket café for daytime dining (breakfast and lunch) and was the 'little brother' to Saphyre a fine dining restaurant also located in the former Ulsterville Church. Both businesses were created by Kris Turnbull who also owns the internationally successful interior design business - Kris Turnbull Studios which is also located at the former Ulsterville Church address. The menu, strap-lines, quips (tone of voice) and styling of The Vestry lends much to its situation of it being the actual old Vestry of the former church. The brand guidelines that were set from the outset were to provide a visual link to Saphyre and Kris Turnbull Studios brand identities so it looked that it was part of a group of companies but had its own unique look and feel. Once we created The Vestry brand identity, we developed its own brand guidelines for a vast range of applications which included advertising, POS, packaging and menus.

Kris Turnbull

Kris Turnbull is regarded as one of Ireland’s premier interior designers and leads one of the UK’s most sought after interior design studios. The company works on projects throughout the UK, Europe and the Middle East for a very wealthy client base that even includes royalty.
The previous ‘K’ brand identity had become dated and he required a more sophisticated marque that would position and raise the profile of his business more effectively to reflect the very high-end brands of Versace, Fendi, Gucci and Hermes to name a few of which he works with worldwide. Kris wanted to reflect his own uncompromising approach to quality and specified an extremely high-end mix of papers and print finishes to engage his customers with every touch.
The new brand identity was also applied across his own range of exclusive giftware, carpets, rugs and accessories. It was­ launched to coincide with the opening of his flagship interior studio in the former Ulsterville Church on the Lisburn Road, Belfast.

Wedding Advertising

The Dunadry Hotel

Brief
The Dunadry Hotel was acquired by the McKeever Group in 2018. The Dunadry Hotel used to be the go to place for out of town weddings but had lost its lustre due to lack of investment over a long period of time. The family-owned McKeever Hotel Group announced renovation plans to revitalise the Dunadry Hotel in Antrim to a four star, luxury business and leisure venue. Their existing branding and marketing literature didn't reflect the vision they had for the hotel or the investment they were making. Circle were commissioned to rebrand the hotel and create marketing materials that positioned them as a 4 star wedding destination with an excellent food offering.

Solution
The Dunadry Hotel commissioned Circle to rebrand the hotel and design key publications including wedding brochure, guest information packs and menus. Darren conducted a site visit, discussed their objectives and desired positioning. Darren recommended an upmarket 4 star feel which better positioned the hotel as perfect for the wedding market (a growth business objective), focusing on its private location, river walks, mature gardens and one wedding per day. Circle crafted an identity that told the story through unique iconography. We storyboarded the brochure to develop short catchy text for each of the sections. Reflecting the client brief, all copy was written using an inspirational tone of voice to instil confidence that the Dunadry team were exclusively there for the bridal party from start to finish, where the Dunadry is ‘yours and only yours’. The brochure design echoed a clean look and feel with clever intro paragraphs telling the Dunadry story supported by strong imagery. The finished brochure used beautiful print finishes such as a copper foil, reflecting a number of copper finishes architecturally seen throughout the hotel. Circle created all associated materials for the hotel including welcome packs and menus using the new brand, visual continuity and consistent print materials ensuring a strong cohesive feel to all brand touch points.

Due to the significant investment throughout the hotel, it is now enjoying an increase in bookings and has just achieved 4 star status in August 2019!

www.dunadry.com

Wine Packaging design

Saphyre Restaurant

Saphyre is one of Belfast's most luxurious fine dining restaurants located within a converted Grade B listed church on the Lisburn Road, Belfast. Owned by Kris Turnbull and located beside his design studios, Kris personally designed Saphyre in opulent, plush designer fabrics and furniture to be bright & cheerful during the day and at night seductively lit by candle lights, offering a warm welcoming, moody atmosphere. Saphyre Restaurant is positioned as an extension to the 'Kris Turnbull living experience'.

In keeping with the Kris Turnbull brand identity (which Circle also created) and as an extension to the overall vision the Saphyre name was applied underneath the Kris Turnbulls iconography. Circle was commissioned at the concept stage of Saphyre when the proprietor, managing director and chef wanted creative direction, visual language and the application of the brand identity across all brand touchpoints such as menus, advertising, wine bottle design and internal/external signage. This involved extensive consultation and research of luxury papers and bespoke materials to continue a theme of opulence.

Sport NI

Brief
Sport NI were organising a number of conferences with celebrity key note speakers in June 19. The conferences were aimed at promoting professional pathways for athletes and coaches, developing links between professional bodies and athletes as well as providing networking opportunities. Sport NI wanted their conference branding to convey these messages in a modern, strong and visually attractive way.

Solution
After consultation with the team at Sport NI we developed branding with messaging that implied connections, networking and a clear path at every point. A toolbox of graphics were created to highlight the individual modules within the performance pathway, whilst ensuring visual consistency and a strong coherent design theme.

In addition, we provided exhibition display systems and manufactured bespoke branded light boxes which would appear on the conference stage. We also produced promotional materials such as event programme, timetable design and flyers etc.