Build a fresh hospitality brand in a crowded market

This project for a national hospitality and beverage brand delivered their first ever holistic view of their customer, to inform brand and product strategy.

The problem

A fast growing challenger brand, they have had success with their own unique brand formula based on locality - but how to scale this up to a national level?

My role

I led the project from A-Z, supported by a junior colleague and collaborating with a brand agency for creation positioning.

Project

• A research, strategy and journey mapping project to inform business, product, marketing and brand direction

Deliverables

• Deep insights report establishing a baseline of knowledge on customers

• Personas and journey maps for marketing and brand work

• Detailed guidelines for location and venue strategy, product mix and marketing to personas