Sweet Treats for Bea’s It’s an accepted truth that we eat with our eyes… Brief Bea’s of Bloomsbury is an American style bakery, with a British twist, that serves the best afternoon teas and the most fabulous cakes in London (if we do say so ourselves!) The new CEO took over in the summer and brought us in to refine the brands identity and support with the marketing to help elevate Bea’s further in a very competitive market place. Client: Bea's of Bloomsbury Services: Creative, Brand refresh Approach Our starting point was to review this evolving brand and create some consistency through a consolidated brand guidelines. We confirmed the tone and direction of the brand and from this, set about defining the supporting brand elements. We introduced a new handwritten typeface to highlight the ‘personal touch’ customers should expect from Bea’s and set the minimal, clean, distinct colour palette to reflect the proposition and premium offer. We developed photography style moodboards to help set the scene – with stimulating the senses at top priority! Our marketing efforts were firstly focused on day parts – letting customers know Bea’s sold hot breakfast and lunch as well as the fabulous cakes and treats. We created core and seasonal template style POS with strong imagery and conversational toned supporting head lines. This allowed a speedy turnaround of marketing comms as well as building the brand style. Supporting the in house digital team, we created assets that helped bring the brand to life across different channels. All in store collateral was kept clean and simple – maximising the brand colour and letting the products speak for themselves. Results Consistency reflects attention to detail and quality… All Bea’s consumer touch points benefitted from a unified brand appeal, from online banners to in shop loyalty cards. With quicker content and shareable assets templates the business was able to reach out faster to consumers in promoting special events and seasonal or themed offers.