Brandrenew was tasked with pushing the current M&B brand as it was felt the brand needed modernising without losing the authenticity of it’s early years. The strategy of “Welcomed Generosity” had to be amplified throughout the store spaces.
The initial insight was to go back into the brand’s history and resurrect and modernise old design elements that still hold equity.
Store led brand evolution
The initial insight was to go back into the brands history and resurrect and modernise old design elements that still hold equity.
The second insight was to create a 3 tiered concept that helps build the brand story generosity and warmth.
1. Curves 2. Modern nostalgia 3. Supersize
1. Curves Derived from the curves of the M&B logo, and creating an environment that is welcoming and offers comfort.
2. Modern nostalgia Combining heritage fonts and illustrations in a new way.
3. Supersize Scaling up small everyday items that are integral to the customer experience and emphasising the small things that make a big difference.
The third insight was to create a layered visual story board that incorporated all equitable elements that can be used as a kit of parts for small to large store roll-outs.
Overall the result is a cohesive toolkit of iconography, colour, vintage graphics, proprietary patterns, typography and photography combined to create a refreshed contemporary visual space that remains relevant yet still retains the heritage of the Mugg & Bean Brand.