Be At One, a well-established and loved brand that mark their impressive 25th birthday this year, came to us for assistance in refining their core brand foundations.
The key with any project like this is to unearth what is working for a brand and what isn't. To retain what makes the brand recognisable but to remove the potentially negative or inconsistent elements that are holding it back. Through a four-stage process, we refined their brand to keep it relevant and maintain its appeal to an ever-evolving market.
Stage 1: Research & Insight
We conducted a comprehensive review of existing brand documentation, undertook internal stakeholder interviews, and evaluated the key competitor landscape. By immersing ourselves in the Be At One experience through in-person experience audits and customer focus groups, we gained valuable insights to guide our recommendations for the brand strategy and creative enhancements that followed.
Stage 2: Menu Analysis
Recognising the significance of the Be At One menu, which is one of the only items guests physically interact with in venues, we carefully considered customer navigation, design, legibility, and durability. Based on our insights, we made recommendations for improving both the printed and app versions. Our F&B Consulting team also reviewed and made recommendations on how best to optimise the drinks range, ensuring it aligned with the target audience's expectations and preferences.