20.20 projects premiered at Westfield, Stratford City
Today marks an extremely exciting day for all in retail as the long awaited Westfield Stratford City opens in London. 20.20 are particularly thrilled as two of the new format stores being unveiled are the fruits of our hard, but enjoyable, labour.
Firstly, Ann Summers are opening their new flagship store, based on the newly defined brand proposition created by 20.20. We began working with the lingerie and sex toy retailer in 2008, helping them redefine their brand and developing a new set of brand guidelines. This radical rebrand led to the new brand essence ‘fearlessly unleashing sexual confidence’, which is reflected in the complete overhaul of product, packaging and marketing, as well as the inspiration for the new store experience on show for the first time at Westfield Stratford City today. In the words of Jacqueline Gold, CEO of Ann Summers, 20.20 helped them ‘Rediscover their Mojo’.
The second of our projects making its debut at the impressive new shopping complex is the new format Spud-U-Like. The fast food retailer approached 20.20 earlier this year to help create a new brand proposition that will appeal to a broad range of customers. We created a new brand and brand guidelines, helping them challenge common perceptions about fast food. We also defined their new vision, mission and values and created a new customer-facing strapline: ‘Slow cooked, served fast’.
We went on to design a new brand identity and complete suite of graphic elements – from the menu, to packaging and from uniforms to POS, that reflect those values and the new brand essence of ‘Ingredients first’. The new look outlet can be found in the food court of the new Westfield making tasty, healthy food to order.