 Many office workers in Central know Shamrock and its sandwiches, but did you know that this 14-year old company
does so much more? Shamrock also supplies baked goods for other caterers, has a premium catering service for high-end events, organises and caters for kids’ parties, junk trips, sporting events and tram parties, and runs school cafeterias.
While the company has grown over the years, the brand image had not kept pace. An observer looking at the logo or other graphic material wouldn’t appreciate the breadth and size of the business, nor get a feel for the qualities of the service. A missed opportunity to build business!
The brief
Katie McGregor Marketing worked with Shamrock to develop a new look for the Shamrock Catering Group, a look that would position the company as a quality caterer for all occasions. A brief was put together to develop a fresh, clean, professional look that could be used consistently on everything from packaging, through office communications to marketing communications. This consistency would reinforce the brand values every time is was seen and quickly help the market appreciate that Shamrock Sandwiches had moved on!
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We’re all used to the idea of dressing for success and branding is no different. It’s about impressions and behaviour to back up that impression. You may be reliable, honest and hardworking and if you dress accordingly, half the work of communicating these qualities is done before you start talking and working to show that you have these qualities.
On the other hand, if you dress in leathers (say), you might be saying something about your 'individuality' but you are also creating more work for yourself when it comes to the more traditional qualities required to secure a job.
Translate that into the business environment, and we all know more work means more money to be spent (and you go home later). ‘Dressing’ your business to reflect your business’ qualities will not only build business—assuming the qualities you boast are those your clients are looking for—but save you money too. Read on for the story about Shamrock Catering Group's 'brand' new look…
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The logo
And we began at the very beginning by taking a look at the logo. The Shamrock logo had many forms, many colours and many applications. Managing Director, Mark Dinely, was ready for a change if it made sense but it was soon agreed to keep the shamrock since this image had accrued value over the years. A lot of people know the logo and name no matter what form it had come in.
In the same vein as the Pure New Zealand campaign, it was agreed to capitalise on the fresh goodness that many people associate with Ireland. The logo now incorporates a graphic of the famous Mountains of Mourne, along with the original shamrock. A calligraphic arc encloses the logo and brings a touch of Asia. Finally, it was agreed to use the words, ‘Shamrock Catering Group’ with the tagline, ‘Leisure, Premium, Business’ to emphasise the extent of the services provided.
But what about the people who didn’t get the Irish/fresh connection? For many, the image of mountains conveys permanence and stablility – and that’s not a bad thing. Two greens were also chosen to be used consistently – a fresh highlight green and a deeper, calmer, steady green. Click here to see the logo design process.
The template set up
With the new logo as a starting point, stationery and a design template for brochures were set up, using the colours, typeface and also the brush stroke graphic device to create a distinctive look. A Word template was also designed so that even in the office, communications would look professional and continue to reinforce the brand message and identity.
Finally, a set of guidelines were written up so that no matter who used the graphic elements, they would be used consistently.
Click here for more on the Shamrock Catering Group.
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