STUART’S is a sixth-generation family bakers and butchers with shops, cafés and outlets servicing Fife and the surrounding areas. Stuart’s started life as a bakers, but began sourcing meat in the 1960s to guarantee the quality of their specialty pies and consequently became Stuart’s Bakers & Butchers.
Their logo styling had become dated and, thanks to decades of trading, could be seen in many different guises across the business. The brief was to give Stuart’s new branding, which reflected their long community standing as well as their Scottish heritage, but was flexible enough to transcend both the Bakers and the Butchers.
We kept the original Stuart’s green, but added a contrast colour – burgundy. This enabled us to colour code the marketing to reflect the two sides of the business. The use of the bakers and butchers hat also helped us establish what Stuart’s did as soon as people saw the logo. We also found a Stuart’s tartan in green and burgundy, which we used to tie in the Scottish heritage of the business. The original positioning statement was “Fine Food For Fifers”. However, as we were also looking to develop the business across the UK via the web, this was amended slightly to become “Fine Food From Fife since 1857”.
We continue to work with the Stuart’s team on a number of projects to expand their online presence and deliver online sales consistently, not just when seasonal offers are available. We have also helped Stuart’s develop their store offering by delivering POS to promote the products that are now also available through a number of convenience stores in Scotland.