Oriel: Brand Repositioning
We’ve just taken a beautiful restaurant at Heathrow and developed a completely new and much deeper, richer ‘casual luxury’ customer experience.
Through understanding the target customer and their occasions we established a new essence that everyone could understand.
The Oriel Grande Brasserie environment evokes a ‘Timeless taste of Paris’ – a formula we developed, enriched and then embedded consistently into every aspect of the brand.
We created the logo, strapline, tone of voice, photography, illustration styling, typography, menu design and all P.O.S. We wrote and designed the website and also launched all social media channels – with content.
Spend per head has increased by 9% since our brand repositioning implementation.
“Having a clear brand proposition has given everybody something to get behind, know what we are aiming to be and how we want the customer to feel. It has also given both myself and the Board the confidence to take this one-off concept to other landlords outside of the airport in the vein of getting more locations for this brand. As we know what the brand is and where it sits in the marketplace, we can confidently sell it in”.
Lisa Johnson – Head of Marketing
Concessions and New Concepts Division – Casual Dining Group