Exhibition Design

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 This was due to the brand and its packaging being out of date and no longer appealing to consumers.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

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.

Crowne Plaza

Circle are pleased to be a design resource to the Andras Group of Hotels. Working with their central marketing team and management, Circle provide design services for a wide range of requirements often producing designs in a quick turnaround for seasonal promotions, holiday/wedding shows and advertising. Work we have completed includes brochures, flyers, menus, banner stands, online advertising/Facebook banners, advertisement design for billboards and magazines and well as brochures for their commercial properties.

Crowne Plaza Hotel Wedding Marketing Materials
In July 19, Circle produced a 36pp wedding brochure showcasing the hotel as a highly desirable wedding location, beautifully detailing its luxurious function rooms, delectable menu options and outstanding service. The brochure was created using a number of special print finishes to add a beautiful tactile nature to the brochure. These included a spot metallic silver ink on the cover and throughout the body pages. The cover was printed on a high gloss board with the addition of a Spot UV varnish applied to a bespoke wallpaper design which we created to visually link to the decor in the main dining area. The print finishes creates a beautiful shimmering effect when the light hits it.

ConveyorTek – Core Branding

Conveytek design, engineer, manufacture, install and maintain conveyor systems for a number of clients across UK and ROI for both light and heavy duty applications. They recently engineered a new conveyor range with specific features that will further strengthen their position as a leading supplier of innovative products in the sector. Their primary products consist of Suspended Conveyor Magnets and Overband Self Cleaning Conveyor Magnets supplied to a range of industry sectors.

To support this new product launch the company commissioned Circle to develop a product brand that reflects the innovative nature of the product whilst maintaining the message of technical and service excellence the company had previously established. We created an overall product name and identity for the magnetic range of systems which allowed the magnetic product range to be a stand alone offering.

In addition, we created a brochure pack that held all technical and product information so it could be used in export markets such as Europe and the Middle East as well as refreshing the main ConveryorTek brand identity.

Be-Active

Brief
Circle was commissioned to develop the branding and associated materials for the launch of the Be Active strategy across all leisure centres in the district. NMANDD required a brand identity theme for ‘Be Active’ campaign which is a five year campaign to be rolled out across all leisure facilities and amenities throughout the District. The brand identity had to be applied to range of marketing materials/signage before the opening of the new leisure centre in Newry.

The main objectives of the campaign were to increase users, to appeal to a wide variety of leisure interests, to be attractive to all age ranges, to be dynamic and vibrant as well as to reflect movement/energy.

Solution
We created a fluid dynamic identity, tone of voice, brand guidelines document and suite of branding tools that appealed to a broad spectrum of people. The roll out has been very effective and hit all the KPI's for the campaign.

https://www.newrymournedown.org/be-active-with-newry-mourne-and-down-district-council