Packaging

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 This was due to the brand and its packaging being out of date and no longer appealing to consumers.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

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.