Coley Porter Bell

The transformational rebranding of a juice business projected its compelling story more powerfully, helping to double the brand’s followers on Twitter and facilitating increased PR exposure. With no other changes to the brand’s activities or marketing other than the redesign, sales leapt 540% in the year following relaunch, against a targeted increase of 100%.

In communicating its great taste through its branding, M&S Food’s new Plant Kitchen range entered the market strongly, achieving 1.5% household penetration versus competitor Tesco’s 0.5% for its own-label plant-based range.

Wanting to capitalise on rising plant-based eating trends, M&S developed a vegan range of 60 plant-based foods. The challenge was to create a brand identity for the range that would give it mass market appeal by reflecting its flavour, helping change consumer perceptions of vegan food from ‘tasteless’ to ‘tasty’. 

A creative packaging design saw Comfort’s 2016 Summer Limited Edition fabric softener outperform previous editions, with the product becoming a permanent SKU in the Comfort Creations Portfolio as a result of its success.  

Comfort’s design had to stand out in a crowded market and the Summer Limited Edition wouldn’t be supported by any Above the Line marketing, so the design had to do all the work to encourage people to buy.

Merchant Cash Express (MCE) – the first organisation in the UK offering SMEs funding through card ‘factoring’ – knew they had a great service but quickly realised the brand was lacking. This meant focusing on the creation of a complete brand strategy (separate to that of the parent company) to set MCE apart, improve engagement and clarity of communication, and double economic growth by 2016.

By 2010 the power of the Müller brand was falling under fierce competition. The wall of blue brand blocking strategy was acting as a signpost but failing to invite people in.

The food industry had been revolutionised in recent years and the re-design needed to reflect deliciousness in all that it did. It needed to look utterly ‘Müllerlicious’. The new design is more enticing, with subtle changes of tone across each sub-range providing a distinct personality and making differentiation of product far easier to notice.

Beefeater Dry Gin is the number one premium gin in the world, and the only international gin brand distilled in London. With all eyes on the UK’s capital in 2012 for the Olympics, the brand wanted to create a limited edition bottle that made the perfect commemorative souvenir.

Morrisons, one of the UK’s ‘big four’ retailers asked Coley Porter Bell (CPB) to redesign their Value range as part of the strategic overhaul of their entire own brand offer. The objective was to better reflect their revised brand ambition of delivering quality, and bringing the people behind the brand to the fore.

In 2010-11 the John West brand was steadily declining in a commoditised category, as customers had become accustomed to buying on price. The established brand had already lost its share to main rival Princes, as well as a supermarket own label. Coley Porter Bell (CPB) was asked to re-design the brand to focus on what people loved about John West tuna – heritage, expertise and knowledge of the sea.