“The workshop was a real wake-up call for me…Our branding of 25 years was in need of an update but I lacked the expertise….” Alice Rendle, Edgecumbe
Background
Edgcumbes was founded in 1981, originally to supply high quality loose tea to the hospitality industry. The company now also provides coffee and associated products and services to a wide range of industry sectors, having become one of the leading tea and coffee merchants in the south east. Managing director Alice Rendle, who successfully traded through the last recession, was keen to be in fighting form for the current economic downturn which she had anticipated two years previously.
The challenge
To differentiate Edgcumbes from intensifying competition by emphasising its quality and expertise, and building a brand capable of driving sales in new and existing markets.
The response
Development of a modernised brand image that reflects the knowledge, experience and quality of Edgcumbes; incorporating that new image into clearer, harder-working marketing materials – from literature and packaging to vehicle livery and website.
The outcome
The project has already increased sales and maintained profit margins, attracted new clients and motivated employees. One satisfying client win is the Goodwood Hotel in Chichester where Alice attended the Designing Demand workshop. The coffee served was poor so she offered her company’s services – to no avail. Following the rebrand she approached the hotel again and won the contract.
Download the Edgcumbes case study
Tags: designing demand, Edgcumbe, generate
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