Refreshing a high street identity and re-positioning the brand in a competitive market
BWP’s strategy team was deployed to run its brand planning process with Revital, a premium health food and supplement brand with fascia on some of Britain’s most affluent high streets. BWP was challenged to reposition the brand identity to reflect the premium nature of the product and service provided online and instore.
A revitalising brand experience
BWP’s brand planning process started with a workshop with key stakeholders at Revital, including senior management from all parts of the business, from finance to marketing and customer service teams. This interactive workshop is designed to build a robust picture of the ‘as is’ and start to develop a vision of the future state and a roadmap to get there.
Findings and initial insights from the workshop were utilised to drive a ‘gap analysis’ to identify possible barriers to the roadmap. The gap analysis included desk research on the vertical and the competitive landscape, interviews with store managers and quantitative research with existing Revital customers via an online survey delivered instore, online and via social channels.
After this discovery phase, BWP developed a brand framework with a clear vision, mission, brand values, product pillars and brand proposition. This framework provided the basis for the creative brief to drive the creation of a new visual identity and style guidelines for roll out across all communications collateral.
The refreshed identity showed a clear evolution from the existing look and feel, better reflecting the affluent locations of the physical stores as well as the profile of Revital’s most valuable customers.
The identity was tested across various media and execution types as well as with existing customers.
The brand re-launch started with Revital’s staff and partners (health consultants and practitioners) at events in London, before a trade launch at the sector's major annual event. The Revital brand book provided a clear benchmark to drive corporate culture for Revital’s sales teams, as well as providing clear visual identity guidelines for third party partners.
The new brand was applied to store fascia and drove in store customer journey changes and POS updates. The website was re-designed and over 30,000 SKUs added to the online shop.
The new brand inspired a fresh range of ‘own brand’ products, allowing Revital to drive increased margin as well as cementing its position as industry leader.