Project Story: Creating a brand and retail offer for an energetic entrepreneur

PART #1: BRAND CREATION

From the very first moment that we met Carli we were completely smitten by her charming character and undeniable energy and drive. Amazingly Carli has been building her business offering over the past five years by providing personal training services supported by nutritional advice and more recently providing healthy meals and drinks as a full solution for healthy living.

This is our story of how TYC and entrepreneur Carli Wheatley have worked together to take her business to the next level and land on the British retail landscape with a BOOM!

We first met Carli on the 12th Feb 2015 and from the outset it was clear that her persona needed to be at the forefront of the brand, cleverly she had already surrounded her self with a great team but the focus needed to be distilled. We discussed our suitability to work together as a team and decided it was a great match.

Week 1 - Project kick off (20th May)

To kick off the project we organised a creative day where we had great fun getting to know Carli and her opinions and beliefs in regards to health and fitness. Phrases such as "you are your home" and "do it for yourself" kept reoccurring and Carli shared that she had stopped trying to be someone else pleasing others and instead decided to be true to herself. A strong message to convey.

By no stroke of luck Carli had already secured not one but two retail units in the sought after Canary Wharf shopping mall with some serious backing. Feeling bang on trend with the current Wellthy and Sweat Equity movements we set about designing a brand that would take Carli's message to a health and fitness orientated customer demographic.

Week 2 - Brand workshop (1st June) and Brand review (3rd June)

So the team had chance to think things over and now was the time for the ideas to hit the paper; the first step was for the team to set about brainstorming brand name options, taking the insights that Carli had given us about her brand on the creative day and looking for names and strap lines that embodied those defining factors.

After pages of options and a workshop with Carli we settled on a name and tag line that represented Carli's ethos of being true to yourself and putting your health and well being first; "Protein Haus; your body is your home".  

Next step was to create a logo mark that would visually convey the message and again we designed a several options from the colourful and contemporary to the sleek and polished. Again following a brand review with Carli a clean design was chosen that was bold and strong.

Week 3 - Brand presentation and approval (8th June)

The final element of creating the brands graphical presence was to take the logo and apply it to other business communications such as menu boards, product packing and staff uniforms. The simplicity of the logo allowed the secondary graphics to be fun, bold and exciting but also changeable in the future whilst keeping the core element of the brand consistent.  

 

All of these final ideas for execution of the brand were pulled in to a brand presentation that was presented to Carli and the main stakeholders of Protein Haus, with approval of all brand components being gained from just 3 weeks from the start of the project.

The next phase of the project is designing a physical environment for the brand that gives it an explosive start from the blocks. The brand will be applied to both an external and internal kiosk, website and packaging.

Follow our blog to read the next part of our journey creating a brand and UK retail presence for Protein Haus.