For this project we were asked to do a brand refresh for Tebay Services, the purpose of this is to 'Make it feel more contemporary and appeal to millennials'.
The current target audience for Tebay is very different to the audience we have been asked to approach in the brief so I started narrowing down what the new target audience like and made a quick moodboard for it.
The current target audience for Tebay is very different to the audience we have been asked to approach in the brief so I started narrowing down what the new target audience like and made a quick moodboard for it.
Below are some examples of 4 of the UK's largest service stations, both the logo and what the actual place looks like to help you get an idea of the kind of place it is.
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Compared to those above you can see how very different Tebay Services are from the rest.
Cranston's Case Study
While Tebay is quite unique in the uk as far as service stations go, its closest competitor would be Cranstons, which is a butchers and foodhall which sells similar produce to tebay at a premium price. While the price at Cranstons is high their website and branding doesn't convey that too much, similar to how Tebay is presented. This is partly due to the produce and vibe they want to give, in that its all very authentic and local, same as tebay.
Cranston's website is a bit odd in the fact that they use professional high end photography, but then the website features very basic elements in aspects of type, graphics and footers and headers which creates a weird contrast between the content.
Below is their Christmas booklet, while the front and back cover give off their luxury price feel, the inside seems to lack a little and looks very basic, which takes away from this.
Below is their Christmas booklet, while the front and back cover give off their luxury price feel, the inside seems to lack a little and looks very basic, which takes away from this.
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While Cranstons has the farmshop and local side that Tebay has, its slightly missing the luxury side, even though they sell at a similar price range to Tebay. So I started looking at Booths which also has a strong presence in the lake district, often referred to as the 'Waitrose of the North'. Its more corporate then Cranstons but still provides that higher price than most supermarkets for local produce.
All Cranstons, Tebay and Booths all have similar websites which helps me know that they all target a similar audience as well as selling similar produce.
The Westmorland Group
TEBAY is owned by the Westmorland group, who also owns several other similar establishments around the lakes, such as Gloucester Services and Rheged. They all share similar styling as Tebay through their identity and produce they sell.
Below are examples of the landing pages for several of the establishments owned by the Westmorland group, they all use the exact same layouts, styling and imagery. They could add a lot more personality and depth into their brand if they created a unique but still familiar identity for each place instead of using the same identity for each.
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I then started doing some thumbnails and putting down some ideas I could do for advertising, style, themes, products and more.
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Following this I prefer to do digital thumbnails and visualisation so I can utilise typefaces, colour and styles to quickly mockup and create the overall tone and vibe I may want to achieve down the line.
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During my design process I had came up with a few brand values to help me target my design better, Authentic, Accessible, Local and Organic.
I had taken those brand values, my audience and the aesthetic I wanted to give off and started developing an idea which fitted in nicely.
By giving it a printed texture it brought in the authentic and local aspect which I wanted to bring to the brand. The printed texture also allowed me to get an organic feeling in there as the text doesn't look fully computer generated.
I had taken those brand values, my audience and the aesthetic I wanted to give off and started developing an idea which fitted in nicely.
By giving it a printed texture it brought in the authentic and local aspect which I wanted to bring to the brand. The printed texture also allowed me to get an organic feeling in there as the text doesn't look fully computer generated.
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Since the brief said it wanted a contemporary approach to the rebrand I played around with a more stripped back approach to the branding, using clean cut vectors to push the contemporary aspect of the design, while still keeping it relevant with the use of the imagery.
I felt that the printed texture really helped emphasise the brand values that I was designing to in the refresh so I applied that technique to this style.
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In a bid to merge both the original audience of Tebay and the newer younger contemporary target audience I had merged a contemporary style with a more classic older approach to appeal to both.
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Once I had done plenty of visual research and development I had chosen a few of my strongest ideas to develop even further into identities.
The identity styles I had chosen to develop are shown below. I had chosen these 3 because I felt like they all hit both current and the new projected audience.
The identity styles I had chosen to develop are shown below. I had chosen these 3 because I felt like they all hit both current and the new projected audience.
The first idea I chose to develop what the 2 overlapping animals, I felt like this was appropriate as the coloured animal helped bring a contemporary approach to it which is what the brief stated, and the overlapping of the engraved animal helped keep it inline with Tebays current audience.
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Following some feedback it was suggested that I try some different typefaces to give it a more 'Luxury' feel too it.
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The next call of business was to change the animal behind to a shape so I tried out some different shapes to see which looked the best.
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Below I started on the website as its a key method to expand the identity I had created.
I wanted to keep the same texture used in the logo but wasnt sure If the textured background was effective or not.
I wanted to keep the same texture used in the logo but wasnt sure If the textured background was effective or not.
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Then it was if I have all the shapes on the site the same colour of mix and have a range from my colour scheme.
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Below I had settled on a final design for my website as well as developing a brief page mockup
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At Tebay they had backboards with designs on behind a lot of the counters so I designed some versions of these in some different styles while sticking to my brand.
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Below I had then started to develop the packaging, I chose to focus on the farmshop and butchers aspect of this as I feel like this is particularly unique to Tebay.
For a concept I thought it would be worth adding an element of locality to the packaging by adding some aspect of "this cow only lived x distance from Tebay". I chose not to expand on this idea .
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Below is the final style for the packaging.
Below are some mock-ups for the updated Tebay website
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