Whittard - Idea Generation

The brand that we choose was Whittard (a coffee and tea specialist) that has been around for 125 years. 

In 2009 they went into administration, but recently at the start of 2011 the have re-opened stores. 

Not much has been changed to their identity, their values, packaging etc.....and most of all they still have NO campaigns or print based recognition.  

The only new thing to Whittard is that they now have a website where you can purchase products...BUT once again no one knows this as it has not been advertised....even to those that religiously shop at Whittard. 

I am going to condense as much as I can...by highlighting the most relevant bits to what I have done over the first 2 weeks of a three week brief. If you want to view the full PDF presentations please view at:

Creating a SWOT analysis on Whittard was a key element to rebranding Whittard for both Evolution and Revolution, so that we cant understand the brand internally and externally.

Whittard SWOT analysis

Because Whittard is originally a British Brand, we wanted to bring this through via experience through its  Identity, Store Experience, Packaging, Direct Mail, Print, etc....and so we made a brainstorm of words, and iconic people and places in London:

Iconic Britain Brainstorm 

This opened our eyes to routes we could take, and enabled us to think about a list of themes that we could endeavor in: 

Possible themes to pursue

So after looking and listing theme ideas, we opted to go with British Humor, which was something that straight away as a team we connected ideas ever so quickly, and already had a vision of what we wanted to do.