Rebranding

Brief

Research

Visiting

I decided to go visit Tebay with Hannah, Chloe and Harrison. This was so that we could get a feel of the service station.

Visual boards

These boards are how I currently see Tebay and its current customers.

Moodboard

Books

I Had a look in some books for research and visual inspiration. Here are a few things that caught my eye.

Pinterest board

I made a Pinterest board to get some visual inspiration.

Tebay

I started doing some research on Tebay as I wasn't really familiar with what the current brand was like. I started by visiting the website to find out what services they do.

Tebay website

I started to watch some of the episodes of the Tebay documentary.

Tebay on channel 4

What I found:

It is a motorway service business owned by a cumbrian farming family
Opened in 1972 after a motorway was built through the farm
They have a Farmshop which sells fine food, crafts and clothes
The kitchen serves food made from scratch just like how you would at home
They support local businesses
They are sustainable and eco-friendly
Work with 70 producers within 30 miles
They have a mental health project

Brand values and tone of voice
Next I thought about what the brand values would be for Tebay

Sustainable
Local
Friendly
Eco-friendly
Welcoming
Peaceful

I feel like the tone of voice for Tebay would be very welcoming and homely as it is a place people take a stop at when they have been travelling so they would want to be at somewhere peaceful where they can have a rest just as if you are at home.

Target audience

The brief asks to rebrand Tebay to attract a younger audience as currently it seems to be more approachable for the elderly. It needs to be more contemporary and appeal to millennials. Therefore I decided to look into this target audience more to get a feel for what type of places they enjoy to shop at.

Millennials

Here is what I found:

Born between 1982-1996
Use social media
Value experiences
They have a considerable amount of buying power (hovered around 200 billion)
Want to engage with brands through content
84% do not trust traditional advertising
want to engage with authentic brand messages and stories
62% report that brand engagement on social media is more likely to make them a loyal customer
They dislike it when a brand feels deceptive
Customer reviews matter
They only follow brands they trust
Empathise positive reviews
Make sure the website is optimised for their device
89% of millennials tends to recommend brands to their friends and family.
They are active on Facebook, Instagram, Twitter and Snapchat
Collaboration with influencers helps grab their attention

Millennial Trends

Millennial infographic

Millennial focused brands

I started looking at some millennial focused brands just to see how other brands have targeted this audience. Although these brands are very different to Tebay I think it will be useful to see the ideas other brands have to get the attention of the younger audience.

Dimple

Colourful
Social media
aimed more as a lifestyle brand
made the unboxing process an experience

Offblak

Bold, colourful and attractive
The back of products explains what the tea makes you feel like (telling stories and experiences to the consumer)
Social media

Rolls-royce rebrand

Rolls-Royce rebranded their logo to target a younger audience which is similar to the current brief which Is why I thought it was a great example to look at.

BOT

Uses memes
trolls boomers
Bold and colourful

Our competition logos

Creating a visual for millennials

This board is how I see current millennials.

Retro

I started looking at a retro style to try and get some inspiration as most of my ideas were leaning towards a younger audience.

Retro on pinterest

More logo inspiration

Colour palettes

I started by creating some retro colour palettes as I felt they gave of adventurous feelings which I associate with millennials.

Linocut

I really liked the style of a linocut logo so I decided to do some more research on these so that I could test out my own.

I created some Lino textures with some Lino ink and a roller at home.

Patterns

I thought the leaf patterns in my development worked well with the brand so I decided to do some research on flowers and plants of the lake district so I could attempt to make my own patterns

Grass of parnassus - the county flower of Cumbria

Typefaces

I started thinking about typefaces I would use. The brand is friendly however, it needs to come across modern and show that its good quality. I started by looking at some san serif typefaces and looked at different weights and played around with lowercase and uppercase to see which communicates best with the brand.

I started to then play around with the type and create shapes.

I then started looking at more decorative typefaces.

Patterns

I stared to look at some patterns which linked to Tebay. Some patterns I looked at were tire treads. As I looked at these patterns they started resembling wheat which I thought could be an idea I could use later on.

Development

Thumbnails

Development

I started having a little go at developing some of my thumbnails.

Although this logo was looking contemporary I wasn't feeling that it was the right logo for Tebay and instead it kind of made me think it was a logo for a company that sells houses.

I developed one of my thumbnails on illustrator and created this house maze but again I didn't think it really fit Tebay so I stopped developing at this stage.

I thought this idea could have potential for Tebay as it links the farm and the shop. However, it still needed work.

I tried it without the sheep head as the house looked similar to the letter 'A' on its own. However, I personally found this idea a bit boring and it didn't scream friendly and welcoming which is what I would say Tebay's tone of voice is.

I brought back the sheep head and tidied up the lines as well as getting rid of the tail as it was not a sheep tail and just made the logo confusing. Plus it would probably disappear if the logo was minimised.

I played around with the sheep eye as I personally thought it looked a bit creepy.

I tried it as a 't' instead of 'y' however I think it worked better as a 'y'

With this logo I wanted to try and bring some of my ideas from previous development however I didn't think it fit with this current logo so I decided to end up changing the typeface again.

I played around with the colour as well as the type to try and make it more welcoming and friendly. I curved the 'A' to try and match the curve between the animals legs. I also decided to try the typeface in lowercase as lowercase is seen as more friendly.

Using an idea I had previously I tried to make the wheat look more like a tire track to link the logo to the fact Tebay is a service station. However I don't think this turned out as great as when shrunk it would lose the detail. I also felt the rounded wheat was more suitable for the logo as the roundness of them made them seem more friendly.

I gave the little character some eyes to try and make the logo seem more friendly, cute and welcoming. Adding the eyes however made me feel like the logo didn't suit millennials and made it look a lot more childish.

Since the logo was looking too childish I decided to go back to just line work and get rid of the eyes to see if that would make it look more suitable for millennials.

This style was still not what I wanted so I started experimenting by adding shapes.

I had a look at what the logo wasn't rounded on the bottom to give more of a car window shape.

I started testing some typefaces with the logo. I wanted to try and use a

I started looking at different colour palettes to see which I thought fit well with the logo.

So far everything I was creating just wasn't working for me so I decided to go back to my research and start again. I began by creating a story for my logo as this is what millennials tend to like as they want to share an experience with their brand. So I had an idea of creating a little mascot for Tebay.

I decided to use a lamb jumping as the mascot to symbolise the audience as they are travelling (jumping) from one place to another. This was so that the audience can relate to the logo and feel familiar with it.

I started thinking of ways I can put the name with the logo.

When I showed other people to get advice they mentioned they couldn't really tell what animal it was so I played around with the character a bit more.

After getting feedback from friends and family we agreed that the horns made it look more like a sheep and worked much better than previous logos. We also agreed it looks a lot more friendlier and attractive when the goat is jumping up into the air rather than down.