Hooking a bigger bite of the market place
It all Started with a Logo
Harlees are a fish and chip shop chain based in the South of England. In August 2012 they approached DSM to look at their logo and see if we could modernise the brand overall in order to improve customer perceptions. The fact that the fish and chips when ranked against other take away food are considerably healthier was brought to the forefront of the marketing communication messaging. Following on from the logo design we gradually developed the new Harlees brand across a wide range of marketing materials.
We produced a brand guidelines manual to ensure that the brand was applied consistently throughout the different stores. At the same time we created the first new POS material to support the shop that was about to be launched in Amesbury, Wiltshire. Since then a variety of Menu’s, flyers, posters, loyalty cards and banners have been rolled out across the chain. The feedback from the client has been excellent because in all of the shops where the new signage and POS material has been rolled out, there has been a significant improvement in sales.
The branding has been continued on the exterior of the buildings. This includes the welcoming new restaurant signage above the doors and the corners that are wrapped in the same design. Leaving visitors in no doubt they are entering a Harlees Fish & Chip restaurant. The shop frontages at Poole Quay, Corfe Mullen and Ferndown have had the new graphic applied and the plan is to roll out the new look to the other locations over time.
The most recent piece of communication for Harlees has been their new website. Whilst the new branding is being rolled out across all the shops Harlees still needed a new website to tie it all together. The new site went live in October and the results have so far been exceptionally positive. We look forward to continuing the development of the Harlees brand. You can visit the Harlees website at www.harlees.co.uk
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