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Fox Valley Retail Park is an exciting new £50 million retail-led regeneration scheme on the outskirts of Sheffield. The development responds to the need for a new retail and commercial heart in this growing suburb and was carefully designed to reflect the area’s rich, industrial heritage. WPA Pinfold was tasked with creating a brand identity and visual language for Fox Valley Retail Park. The challenge was to develop a brand expression that would deliver the necessary integrity and longevity to be able to exist beyond the development and attraction phase, as the park turned from a plan to reality.
We created a brand that was grounded in the heritage of the land and locality, giving a real sense of place and provenance. The concept derives from the heritage of the site, originally Fox Wire Steelworks, owned by Samuel Fox – credited with inventing the steel frame umbrella. The brand identity is made up of an expressive wire frame illustration of a leaping fox. This approach was then adopted at a promotional level in terms of a suite of supporting iconography. The typography combines a classic English serif typeface and a contemporary sans serif, emerging the historic look with the modern.The brand identity and marketing collateral were used to attract retailers, business owners and potential residential buyers to the Park.
The Fox Valley Retail Park officially opened June 2016 by TV and film star Joanna Lumley. The park is a multi-purpose site hosting both restaurants and food outlets as well as the region’s largest ALDI store, along with other major retail names such as Next, Timpsons, Costa Coffee, Pets at Home and, Edinburgh Mills.The retail aspect of the park has been fully let and the office accommodation of 60,000 sq ft has had a good uptake with many companies relocating. Phase Two includes a new department store and many other fashion retailers due to open trade in September 2016. On the success of the first two phases, plans are already underway to expand and build further stores.
Information Security, Data Privacy and Physical Security are critical issues to National Grid. We were briefed to create awareness of these critical issues.
An integrated campaign was created online with supporting print collateral. A loveable character in the form of a little robot called SAM, conveyed the importance of the key security issues of: information security, privacy risks, and physical security.
SAM fronted the campaign giving advice on best practice and was brought to life in an animated sequence, posters, standees and giveaways.
The Security Knowledge Zone website on which the animation was housed, attracted a high number of visits on launch. The site ranked 18 in terms of the most visited URL pages (out of circa 2,000). The site continues to rank in the top 50 of the most visited sites. Resulting in a 35% increase in awareness of the themes around data privacy, information and digital security.
We designed an Epic typographic calendar for 2016 to showcase Epic’s specialist digital printing techniques. By using the first letter of each month as a starting point, we were able to design a series of playful and memorable illustrations.
Our aim was to create monthly typographic quirks that were evidently pertinent for that particular month. You will find a love heart for February (Valentines Day), an Easter egg for March, and a festive Christmas pudding for December. Each illustration used the same printing techniques, plus digital foiling onto a different coloured uncoated stock (GF Smith colour plan).
Response from recipients has been fantastic; everyone loves the intriguing design and novel finishes. The calendar brings a fresh contemporary feel to their work environments. The calendar has certainly helped raise WPA Pinfold’s profile, and for Epic it is a great showcase of its digital print capability.
St Austell Brewery, the Cornish brewer (since 1851) wanted to launch a new beer that helped position it as a modern, contemporary brewer. The new beer had to build on its Cornish provenance and appeal to both the new generation (millennial) drinker and the traditional drinker. This Cornish stout is brewed to a 100 year old recipe and includes five malts, as well as a touch of liquorice. The project scope included: name generation; full branding and collateral including a launch invite and booklet; tap handle; lens; bar runner; drip mats; 500ml bottle labels; A4 sales presenter; glassware; launch poster.
The naming and design is inspired by Cornish provenance. Mena Dhu is brewed to an original 100 year old Cornish recipe and the name Mena Dhu also means Black Hill, a location adjacent to the former home of Walter Hicks, the founder of St Austell Brewery. The graphic is inspired by the Celtic stone carvings that are to be found in the area. This is a new generation stout that combines the best of the old with added complexity, flavour and refreshment of the new wave craft - the design appeals to both markets.
Mena DHU was launched November 5th 2015 which is international Stout Day, at the Samuel Jones Smoke & Ale House in Exeter, The first brew, which was significantly more volume than originally planned, sold out within the first few weeks and now the beer is firmly established in the St Austell portfolio – and is winning market share in key markets such as London.
When Yorkshire Evening Post approached us to create the identity for their Food and Drink brand, as foodies we jumped at the chance.
Our strategy was to visually link this wonderful county to the fantastic produce it grows and supplies: produce which makes up the vital ingredients in all kinds of delicious food and drink consumed all over the country. So much food is grown and harvested in Yorkshire, and really makes Yorkshire what it is today – and this beautiful partnership between locally grown produce and God’s own county is reflected in the new identity for Yorkshire Food & Drink. The extensive range of icons in the new brand identity represent the diversity of produce from Yorkshire that is consumed both in the home and in pubs, bars and restaurants across the county. Icons represent artisan bakers, craft brewers, farmers and makers, all excellent examples of county-reared and home-grown produce. Together, the icons form the Yorkshire Rose, a fine emblem for this idyllic county.
This new hub has created a go-to space for the latest news and information about the region’s finest produce.
Harvey’s of Lewes is the oldest independent brewery in Sussex and is renowned for its wonderful range of fresh ales, created in a traditional brewhouse that dates back to pre-Victorian times. The brand had evolved over the centuries and lacked brand management, or visual equity. After over two centuries of growth, the brewery was starting to experience market erosion by the the new wave of brewers. Our brief was to re-establish Harvey’s brand credentials, and both harmonise and premiumise its range of beers. As well as creating new product development: creation of a new craft, unpasteurised keg range; development of new packaging formats.
We implemented a series of workshops that involved all the stakeholders, including key brewery staff - and involved them in the whole design process. The outcome was the total redesign of the brand and the positioning of Harvey's for a fresh generation. The key brand components include: classic lettering, that was specially redrawn; a silhouette of the brewery, in copper to emulate the copper brewing vessels; fresh teal blue inspired by the Sussex coast; the textured white, inspired by the local limestone cliffs. All elements are carefully balanced to create a unique brand look that gives clear stand out and differentiation in an overcrowded market. The brand represents the story of a cherished family brewery that uses only local sourced ingredients, a business that is at the heart of the community in Lewes, Sussex and has been for over eight generations. Key words for the brand:Pride, Fresh, Premium, Quality, Local, Sussex.
The brand has received universal acclaim from family, staff, the trade and consumers. Orders have already been won on the quality of the rebrand, and whilst it is still early days, the rebrand has already breathed new life into the brewery and all those associated with it.
Having looked into many design agencies, we decided on WPA Pinfold’s solid expertise. We felt that their in-depth knowledge of the brewing industry was key in ensuring our brand was in safe hands. The designers respected our heritage while enabling us to move forward and reach a fresh generation of drinkers. - Sales and Marketing Manager
As one of the world's leading providers of orthopedic supports, Elife has built its reputation on innovative product solutions that are founded on a total commitment to quality and safety. It controls every stage of the manufacturing process and applies the same exacting standards, from the sourcing of raw materials to research and development, manufacture and testing.
Our brief was to reposition Elife for a global market and ensure that its brand delivered against its value proposition. We also needed ensure the brand was adaptable for its three key markets: Medical Orthopaedics; Sports Orthopaedics; Prosthetics.
Our task was to create a brand with universal appeal, that engaged its audiences across a range of categories - including consumers requiring medical and sports products, and specialist surgeons and clintons (for the prosthetic products). Elife aims to become the orthopaedics brand that people know they can trust. It is markedly different from other brands on the market in that, as well as being highly effective, the products are also innovative, high quality and specifically designed to aid movement.
The challenge was to communicate brand values of ethicacy, ergonomics and style. Using our tried and tested methodology, we created a new brand positioning that supports the proposition ‘Empowering people through greater mobility’.
The new brand identity and packaging architecture reflects and enhances Elife’s aspirations to become a market leader across global markets. We used our breadth and depth of knowledge and expertise, gained in the health and wellbeing industry, to create a solution that has clarity and consistency at its core.
Our creative thinking is based on the idea of a joints movement - visually delivered through the rotation of the ‘e’. The minimalism and cleanness of the design and use of silver, teal and white communicates clinical excellence.
Through strategic branding, WPA Pinfold created an easily recognisable, all-inclusive brand that instils confidence and trust. The application to a three tier packaging range (medical and sports orthopaedics, and prosthetics) demonstrates the brands ability to work across markets, both consumer and medical.
“Thanks to everyone at WPA Pinfold for all their efforts in rebranding Elife. We have had great success with our new logo and image and everybody has made positive comments about the design.”
CEO – Elife, Tiawan.
Wellcare is a leading global manufacturer of orthopedic supports, aimed at people of all ages. They are experts in making life better. Their products are designed with comfort and ease in mind, helping to keep people moving every day.
We developed a big thought which was ‘Vitality in movement’, which in turn informed our creative process. As part of our solution we developed a mark conveying human vitality and movement. This was applied across business stationery and an extensive retail packaging architecture.
The design is beautiful and everybody is eager to have the new logo. The response to the new brand is very positive indeed! General Manager, Wellcare, Taiwan.
Art in the Garden is a fringe art event, part of Holmfirth Art Week, which is held every year in support of the Macmillan trust. The poster was created as part of the identity and promotional material to support the Fringe show which is held in a garden and garden room.
A special UV varnish effect was used on the front of the poster, giving the impression that the word ‘art’ sits behind the foliage of a garden.
The art exhibition was a huge success with all proceeds going to Macmillan Cancer Support. Art in the Garden made one of the top contributions and copies of the posters were also sold to the public as part of the show.
The project was to tell the story of Arriva’s growth, from its founding through to present day for the Senior Manager’s Conference in Budapest to over 200 employees.
WPA Pinfold designed a book which charts the phenomenal success story and encapsulates the entrepreneurial spirit that turned Arriva into a pan-european, multi-million euro business. The story is divided into chapters with full bleed images introducing each section brought to life throughout with the use of historical images, supporting key facts and figures
The end result was a huge success. As a result, employees are now even more aware of Arriva’s history and plans for the future.
WPA Pinfold have rebranded the legendary T&R Theakston Old Peculier. We have worked with the North Yorkshire brewery since 2004 and have helped reposition its brand and ensure it is fit for market.
The redesign has built on the equity and values of Old Peculier with the aim of premiumising the brand and increasing it’s on shelf visibility. This is an iconic beer that deserves a unique positioning.
The design draws inspiration from the official seal of the Peculiar of Masham, who oversaw the diocese on behalf of the church, back in the middle ages. The label uses conventional label printing processes to achieve the dimensional gold effect and required exceptional artwork and repro input.
“The re-designed label underpins the status of our most important asset, Old Peculier, as one of the country’s most popular and instantly recognised premium bottled ales.”Executive Director, T&R Theakston
We created a Christmas campaign which allowed individuals to create unique snowflakes at the click of a button.
We designed and developed an online snowflake generator, which enabled users to create intricate and distinctive snowflakes in a matter of seconds, which were then included in an online snowstorm. A hard copy mailer was also designed and produced, showcasing the compendium of snowflakes crafted by WPA employees.
Following the campaign, selected snowflakes were printed onto acetate giving an authentic icy and Christmassy feel to our studio.
Rebecca Scott specialises in classic, handcrafted English furniture, with a contemporary twist. Scott and Rebecca Glazebrook had built up the business to be one of the UK’s leading luxury furniture makers with clients across the globe and a prestigious showroom in Chelsea. However, their brand did not match up to the status of the business.
WPA Pinfold was briefed to redefine the brand and position it fit for market – the new brand had to appeal to the world’s leading architects and designers and also had to act as an added value endorsement on the furniture and accessories.
The brand marque combines the initials R and S with the golden ration, to create a unique and stylish symbol that reflects the elegant lines of the handcrafted furniture. The classical typography and introduction of ‘English’ reinforces Rebecca Scott’s nod to the Arts and Crafts movement.
The refreshed brand was launched at the prestigious Decorex International Show which is synonymous with luxury products. The brand was activated with new stationery, marketing communications and point of sale materials.
Lawless took its inspiration from the famous Bavarian lagers, that were pure brewed to the Reinheitsgebot Beer Purity Law – however, Purity’s maverick French brewer, Flo, added his own improvements to the German recipe – this English beer is dry hopped to give it a special flavour and aroma. It was imperative that Purity’s craft lager offering was bold and made a statement in order to stand out in this highly competitive sector.
We were involved at every stage of the NPD project from concepts, recommendations on style to proposition, naming, brand identity and brand attitude – and introducing a new can format. The quirky identity was developed to mirror the challenging nature of the beer itself.
The result is a unique positioning in this already crowded market – and consumer engagement has been fantastic.
Green’s is one of the world’s leading producers of gluten free beers and the Coeliac market is currently one of the fastest growing sectors.
In order to capitalise on this market growth and also to future proof the Green’s brand, we have completely redesigned the brand and its packaged range of beers. A key challenge was to position Green’s for both the Free From/Wellbeing and Specialty Beer categories.
The rebrand creates a unique positioning for Green’s, giving it fantastic standout, whilst also positioning it as a credible beer brand — making Green’s a beer of choice, not a beer of necessity, for both coeliacs and mainstream beer drinkers.
Our brief was to position Ecowellness as a leading eco-friendly brand that complements today’s home lifestyle.
The mark needed to work on a variety of product application and needed to be iconic simple, lean and recognisable as the ecowellness brand mark. The logo represents the environmentally friendly aspect of the products and highlights the ‘eco’ element through the use of a fresh, clean colour selection. The 'eco' type is cleverly displayed concentrically and wholly contained within the logo mark.
Following the rebrand, there has been a huge increase in sales and new global accounts have been won.
The household cleaning market is experiencing 6% year on year growth and this is being driven by innovative and added value products. Our brief was to refresh the Asda range and capitalise on the Nation’s obsession with clean.
The functional design is complemented by fresh and vibrant colours which deliver added value and credibility, contending the historical domination of the big brands in this highly competitive sector. The results? Fantastic shelf standout and real customer engagement.
This has been the biggest relaunch in Asda Cleaning and Kitchen.
Every year, National Grid presents its ‘Chairman’s Awards’; these are designed to reward the ‘above and beyond the usual’ efforts of National Grid staff. The categories include areas such as innovation, health & wellbeing and community contribution. National Grid needed a programme brochure to accompany the event, and were keen to create a link to the venue – the deCordova Sculpture Park and Museum in Massachusetts, USA, and the specific theme of ‘Performance’, a key area of focus for the company.
Our solution took inspiration from the event venue, reflecting a suitably sculptural feel. We evolved and produced an unusual 6-page die-cut wrap-around cover, alongside pop-up die-cut pages and bespoke silhouettes representing each of the award categories. A variety of different finishes were used, including ‘HiLite’ (UV varnish) and embossing.
The feedback WPA Pinfold received from the client and event attendees was exceptional.
Crafty Dan is the specialist micro-brewery set up by Daniel Thwaites to brew distinctive and experimental beers – including monthly, guest and seasonal ales. The brief was to create a packaging range for the Crafty Dan beer range.
The illustration style and typography used is symbolic of the art and craft that went into the brewing process, whilst the simplicity of the designs gives them elegance and quality. The simple yet engaging design ensures they have a strong brand presence and stand out on shelf displays.
The Crafty Dan beers sold out in their first production run and are shortly due to be released in the USA.
The brief was to rebrand AC Supplies and reposition the company to successfully compete in the country sports and luxury goods market. The brand needed to built on its reputation for quality, craftsmanship and English heritage, and establish a communications strategy that will support growth over the forthcoming years.
We re-named and re-branded AC Supplies to become Croots England - and built equity around its brand essence of authentic English craftsmanship. The name was based on the owners name and was simple, memorable and distinctive – and worked phonetically. We also developed the branding across their exclusive range of leather field sports accessories. The mark and visual language took its influence from the exquisite marquetry found on shooting rifles and the organic ‘C’ letterform perfectly complemented the luxury leatherwork of the company and was also ideal for embossing into the leather as a brand mark.
The design was inspired by the marquetry on shotgun barrels - leather gun bags and shooting accessories are Croots signature products. The launch of the new Croots brand was supported by a distinctive new product brochure, website (www.crootsengland.co.uk), branded products and additional point of sale. WPA Pinfold integrated the design across all media and the brand is also embossed into the leather bags, to give a lasting presence. The exhibition stand build involved Croots manufacturing panels using their own facilities and materials, these panels also act as giant swatches for their leather and canvas finishes.
The investment has paid dividends with unprecedented positive feedback from customers, and a brand that has added significant value and positioned Croots as market leader in the country sports accessories market – with an international reputation that is second to none. Croots saw a 35% increase in sales, and a 1,395% in return on investment.
The culmination of the success of the rebrand was when Allistair Croot personally took a telephone order from Kate Middleton.
To create a concept and brand identity for the chARiTy art event (Art is Rubbish), design a communications campaign to promote the event and create the collateral, merchandise and exhibition graphics. This was the fourth in a series of art events that have been held over a period of ten years, and each has had its own individual theme.
All employees (from designers to accounts to reception) produced works of art in theme of 'Upcycling' to raise money for Aid to Hospitals Worldwide The art show and auction event took place during September 2012 at the Food Academy restaurant, Leeds, followed by a featured show at Dean Clough, Halifax.
The chosen theme of the art was ‘upcycling’ and this influenced the branding (adaption of Tidyman symbol), merchandise (charity shop t-shirts overprinted with the Art is Rubbish brand) and catering (‘junk food’ canapés of mini pizzas, burgers and fish and chips).
There was a requirement to create a concept for the art event that appealed to a wide audience and that had real appeal and topical interest. ‘Art is Rubbish’ with the theme of upcycling redundant objects into artworks intrigued, challenged and resonated with the audience. The use of a familiar icon (tidyman) and applying him (with a visual twist) to help communicate the concept, and the simplistic use of colour (black and yellow) had immediate impact and engagement. The immediate appeal was to both the art world and those who simply wanted to be entertained.
The identity was rolled out across all communications (offline and online) and included a ‘tease’ campaign to create intrigue.
The chosen charity (Aid to Hospitals Worldwide) was not well known; this was an added challenge - to communicate the fantastic work it does.
The event exceeded all expectations with a record number of people attending the launch night and a significant number of visitors attending the gallery on subsequent days. The event was a sell out with every one of the 43 artworks sold. The campaign also saw a 22% increase in donations and a 6900% increase in footfall.
Kirkstall Brewery was formed in 2010 by Steve Holt, a passionateadvocate of craft beer. The opening of the brewery coincided witha period of deep economic recession, increasing beer tax and arecord number of pub closures. In addition, there has been a boomin microbreweries and Kirkstall’s core regional market (Yorkshire)has more microbreweries than any other region.
Creating a new craft brewery brand in this environment wasparticularly challenging, it had to stand out from the crowdedmarket place in a credible way and build on the provenance ofits name – inspired by Kirkstall Abbey and the brewing prowessof the Cistercian monks. In addition, the brand identity neededto add value at a time when the market has been flooded withmicrobreweries competing on price, and the price of a pint ofbeer has increased considerably.
The brand design takes its inspiration from the style of manuscriptsthat would have been produced by the Cistercian monks whoinhabited the Kirkstall Abbey, near where the brewery is located.The K monogram is embellished with intertwined hops(a key ingredient in Kirkstall’s beers).
The designs for pump clips and bottle labels use a shield devicethat is inspired by the main entrance window of Kirkstall Abbey.Despite the brand’s historical references, the overall design isdeliberately crisp and clean – the colour pallet for the brand logois black and silver or black and white to retain a contemporary lookand feel. The application is deliberately confident and fresh withthe use of simple typography and supporting imagery, and strongcolours – to add value and create stand out in what are generallyvery cluttered and busy pub environments.
The beer market is full of visually complicated brewery brandsand one-off beer designs that lack brand integrity, this results inconfusion for the consumer and a lack of equity, in terms of buildingbrand reputation. The new branding for Kirkstall has been designedspecifically to address this issue.
The key objectives of the design were to deliver provenanceand build on the brewing heritage of the Kirkstall area, thatwas developed over the centuries. The brand is designed todeliver added value both at point of purchase and on brandedmerchandise. Also, budgets are limited and an important factor inthe design was the ability to implement the brand cost effectivelyand enable range extensions to be economically applied.
Ultimately, the Kirkstall brand design is about credibility, clarity andcraft – and creating presence on the pub bar and retail shelf. Thebrand has integrity across all its applications and is immediatelyrecognisable, helping to build a following of loyal ale drinkers.
The new brand identity has delivered on all counts and has beenfundamental to the brewery success. This has culminated inKirkstall’s flagship beer (Dissolution Extra IPA) winning theSainsbury’s Regional Ale award for design and quality – giving thebrewery guaranteed distribution across Sainsbury’s regional stores.
Kirkstall Brewery saw a 166% increase in sales, 1,257% increase in profit, 320% increase in employees, 1,075% return on investment and outperformed the market by 4,154%. Increase in profit was due to the increase in consumer and tradedemand, this coincided with the launch of the new brand.
Char-t is a charity for the homeless. WPA Pinfold were approached to create a brand identity that clearly and simply communicates the work of this young charity. Char-t is a direct action charity initiative with the simple purpose of providing hope, connection and a warm drink to those who do not have a home of their own. The charity consists of a group of student volunteers who provide the homeless of Leeds with hot tea, biscuits and warm clothing - things which are especially important over the winter months. But most importantly of all, they give homeless people a sympathetic ear to show that they care.
Our approach was to create a bold and simple mark which would reproduce easily in one colour – keeping ongoing production costs to a minimum. We worked closely with the charity’s founder member, to develop a solution that had immediacy and resonance with both the target audience and volunteers alike.
The Char-t identity has been well received and has resulted in a commitment from a leading coffee brand in helping to sponsor the charity. The quintessential British tea and a friendly chat has been extremely positive for both the student volunteers and the homeless, giving the former an opportunity to lend a helping hand (and gain a richer life experience) and for the latter, a chance to have a conversation and be treated as a fellow human being, as well as receiving some much needed warmth and nourishment.
We worked closely with Carlsberg to help them develop a totally new craft beer offering for their trade portfolio – Crafted explains to the trade the benefits of added value craft and specialty beers and gives tips on staff training, serving and presentation.
The Crafted Handbook features authoritative beer writers and includes a wealth of noteworthy information and statistics from the world of beer – all presented in an exquisitely fashioned book. It offers a glimpse into the world of brewing and the pub trade through the use of case study photography and artistic branded graphics that can be used for POS. An embossed mock leather cover, with an elasticated fastener gives a sophisticated finish to this craft beer fountain of knowledge.
The hardback book is created as a permanent reference tool for everyone who wants to learn about this new wave of beers (young and old). Over 28 beers are featured, including beers from the UK, Europe, USA and the rest of the world.
Fitness Garage is a small, independent, functional fitness gym based in Sheffield, UK, that opened in January 2014. Our role was to create a brand identity with a strong brand attitude that helped this start-up punch above its weight in this highly competitive sector.
With such a competitive market, limited resources, challenging location and a market focus on functional fitness, the new brand needed to tell a compelling story. The combination of the challenges of an industrial setting and a functional fitness approach helped guide our thinking. In a place where you don’t train on machines but become a machine, the idea of Fitness Garage was born. Your body is a complex piece of machinery and needs to be maintained and operated correctly. The name Fitness Garage describes the place where you can bring your body for its conditioning and where you can ‘Fine tune your performance’. The identity itself takes inspiration from the retro garage signs of the 1950s but with a modern twist, using industrial colours - yellow and black along with a signature motif of a tyre that also represents the functional fitness ethos of the gym. The branding and colourways give strong visibility and the design has great stand out in a market place with little innovation from a branding perspective. We wanted the uniqueness of the offer to really live through the branding so the brand concept plays an important role throughout the business.
The brand identity launched into a very competitive market that is dominated by both national and public sector operators. In its first six months Fitness Garage has been awarded ‘Newcomer Gym of the Year’ by the National Fitness Awards with specific reference made to the branding. During this period membership increased by 162.5%, exceeding targets by 62.5%.
We were briefed to create a ‘coffee table’ style book to celebrate and commemorate the rich and vivid history of Didcot A and the changing nature of power generation in the UK over its lifetime.
Didcot A Power Station has been a stalwart of UK power generation since it began operation in 1970, providing electricity to millions of homes and businesses 24 hours a day, 365 days a year.
We created a highly visual book through the use of the many hundreds of images and ephemera available of the station and its history, plotted chronologically over several decades, since its inception right through to its closure.
The use of foiling brought to life interesting facts and finishes. The book was linen covered and featured a mix of stocks, uncoated dust jacket and a ribbon.
The final result was an extremely memorable and highly crafted book which wasideal as a gift to be given to all employees on their last days with the power station.