case study #2: Birchalls

at+m integrated marketing were approached by Birchalls to develop new branding concepts with the aim of freshening their image, without discarding the heritage values associated with being the oldest bookstore in Australia.

The brand concept was developed from customer research indicating that “Birchalls meant all kinds of things to all kinds of people”. This lead to the emphasis of the word ‘all’ contained within Birchalls.

A parenthesis was used to highlight the word ‘all’. This element was incorporated in the creation of a series of support icons made up of purely letters, numbers and characters. These icons went on to be used across all areas of the business from a 10m high Owl painted on the outside of the Launceston store, vehicle signage, press advertisements and in-store department mascots.

The re-branding exercise generated their best sales results in 11 years immediately following the re-launch. Over the subsequent 3 months, sales had increased by more than 22%. Importantly, the cost-effective and results driven approach adopted by our team assured the need to discount product was minimised, thus improving the client’s profit ratio.

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