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Coley Porter Bell

Case Studies

Coutts

Client

Coutts

Project Launch Date

November 2011

Design Disciplines

  • Branding
  • Digital
  • Interior
  • Packaging

Industry Sector

  • Business to business (B2B)
  • Finance

Summary

The visual essence of ‘London Banking’ inspired a luxurious and discreetly stylish identity that has been brought to life across various touch points; from internal brand collateral and credit card designs to office environments and collaborations with London Fashion Week.

Problem

With ambitions to become a global investment bank whilst still acknowledging its growing client base of young, exceptional individuals, Coutts wished to refresh its brand and came to Coley Porter Bell to develop a strategy, identity and brand world to help achieve its ambitions.

Approach

The visual essence of ‘London Banking’ inspired a luxurious and discreetly stylish identity that has been brought to life across various touch points; from internal brand collateral and credit card designs to office environments and collaborations with London Fashion Week.

Result

The new identity is currently being rolled out globally across a myriad of touch points.

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Liberis

Client

Liberis

Project Launch Date

November 2013

DBA Design Effectiveness Award Winner

Design Disciplines

  • Branding

Summary

The Liberis logo conveys the sense of liberation and optimism offered to customers, with the forward feeling of progression through its stylised arrow-like composition. It is underpinned by the tagline ‘Business Friendly Finance’ clearly stating the business objective. A fresh colour palette gives a sense of the open and transparent nature of the company whilst standing out from the competition.

Problem

The brand overhaul meant getting under the skin of this unique company to craft a vision, mission statement, personality, brand positioning, name and visual identity that would truly reflect its values.

Merchant Cash Express was the first company to offer business cash advances in the UK and continues to lead the market with the aim to make it easy for SMEs to grow and thrive. However, with strong competition there was a need to build a differentiated brand that would allow it to grow and achieve its ambitions.
 
Coley Porter Bell was tasked with creating the brand positioning, name and visual identity.

Approach

Intensive research unveiled a more personal and flexible approach to business finance that was captured in a new brand positioning: ‘A Breath of Fresh Air’. The name ‘Liberis’ was derived from Liberty, reflecting the emotional benefits of giving customers a sense of freedom and ‘a weight off their shoulders’.

Result

Launched end October 2013 by May 2014 revenue had increased by 66.6%, the number of deals increased by 22% & website traffic improved.
Internally staff turnover reduced by 70% and there was a huge increase in applications for advertised jobs.

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Muller

Client

Muller

Project Launch Date

April 2014

DBA Design Effectiveness Award Winner

Design Disciplines

  • Branding
  • Packaging

Industry Sector

  • FMCG
  • Food and drink

Summary

CPB were asked to redesign the iconic Müller Corner brand as part of the overall redesign of the whole Müller range.

Problem

The Masterbrand strategy of blue blocking at shelf had worked as a signpost for the Müller brand, but failed to deliver appetite appeal or help consumers find their favourite Müller Corner at shelf.

Approach

The new design reintroduces the peel back corner and uses sumptuous photography as an enticing invitation into the brand. Sub brands have been given individual personalities whilst still maintaining a strong range feel.

Result

Since the relaunch Müller Corner has returned to being the number 1 brand in CYPD (chilled yogurt and pot desserts) versus Activia.

Value sales of Corner have increased by £13 million year on year.

After a long term decline, penetration increased from 43.7% at the end of 2012 to 45.7% at the end of 2013.

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Perrier-Jouët Nuit Blanche

Client

Pernod Ricard

Project Launch Date

September 2013

Industry Sector

  • Food and drink

Summary

Working with the clients need state and consumer information we developed a range of potential concepts for the new offering. Consumer research led us to the strongest route with the core thought of ‘ignite the night’ which was used as the start point for both the design and naming.

Problem

Perrier-Jouët came to us in 2011 to help them develop a new offering for the US market.
They had spotted an opportunity for an upscale sub brand for conspicuous consumption by young mixed groups in late night bar and club venues and wanted us to develop an offering that appealed to this niche whilst retaining the Perrier-Jouët brand feel.

Approach

The name had to balance obvious French-ness with understandability by our target audience and a need to nod towards the nighttime consumption occasion. Nuit Blanche was the resulting name. This was married with a re-interpretation of the hand-drawn anemone flower, which has been part of the Perrier-Jouët brand since being created by Belle-Epoque artist Émile Gallé in 1902, which was redesigned with "fresh green, white and gold" outlines to create a more dynamic feel.

Result

The brand was launched on Labor Day weekend at the Hamptons most exclusive club SL East to great acclaim.

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The Co-operative Food

Client

The Co-operative

Project Launch Date

November 2013

Design Disciplines

  • Branding
  • Interior
  • Packaging

Industry Sector

  • Food and drink
  • Retail

Summary

The Co-operative’s point of difference is its integrity and values. However, this was not enough to get customers to cross the street for them. So, in order to drive appeal we had to make integrity relevant to taste, which we expressed through the idea of ‘Food as it should be’.

Problem

With declining market share and own-brand suffering from a comparatively smaller share of basket, The Co-operative needed to overhaul its entire own-brand offer to better meet the needs of those looking for a a convenient top-up shop.

Central to that was its Core range, representing 85% of own-brand sales. The existing range felt cold, rigid and corporate, lacking imperative taste and quality cues. The brand wished to inject to spark reappraisal with a younger heartland.

Approach

This inspired the name ‘Loved by Us’ that unifies the standard tier, aids recognition and engenders a sense of warmth to build customer confidence in quality and taste. Depicted in multiple colours, the logo further elevates the notion of involvement and togetherness, acting as an internal benchmark too.
The vibrant design is extended through the use of a flexible double band system that holds the product information, with a colour palette that is inspired by the natural vibrancy of food. Grounded, naturally lit photography or illustrations reinforce the everyday feeling allow the design to meet different category codes. Overall the range feels modern yet grounded, reflecting the intended brand personality.

Result

Over the Christmas trading period, sales grew (driven largely by it's convenience business) at 3.2% on a like for like basis in 13weeks.

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