Featherdown Farm Days.
001
Introduction
Client
Featherdown Farm Days.
Industry
Travel
Marketing Discipline
Brand Positioning
Helping Feather Down protect and grow the brand that defined glamorous camping in the UK.
Feather Down Farm Days helped define the glamorous camping sector in the UK, establishing a network of farms across the British Isles and a high-quality brand image within just three years. A select Pimento team was brought together to develop comprehensive brand guidelines and partnerships that could support the brand as it continued to grow.
001
Introduction
Client
Featherdown Farm Days.
Industry
Travel
Marketing Discipline
Brand Positioning
Helping Feather Down protect and grow the brand that defined glamorous camping in the UK.
Feather Down Farm Days helped define the glamorous camping sector in the UK, establishing a network of farms across the British Isles and a high-quality brand image within just three years. A select Pimento team was brought together to develop comprehensive brand guidelines and partnerships that could support the brand as it continued to grow.
002
Challenges
How do you grow a much-loved brand without losing what made it special?
Feather Down's success had been built through word of mouth, web and social media, alongside carefully selected third-party promotions. Its customers were fiercely protective of the brand, making consistency particularly important.
As the network expanded, Feather Down needed to maintain a consistent branded experience while allowing individual farms to retain their local character. The same consideration applied to third-party brands looking to cross-promote with Feather Down.
002
Challenges
How do you grow a much-loved brand without losing what made it special?
Feather Down's success had been built through word of mouth, web and social media, alongside carefully selected third-party promotions. Its customers were fiercely protective of the brand, making consistency particularly important.
As the network expanded, Feather Down needed to maintain a consistent branded experience while allowing individual farms to retain their local character. The same consideration applied to third-party brands looking to cross-promote with Feather Down.
003
Approach
Creating the framework for consistency while preserving local character.
Pimento created comprehensive brand guidelines to provide a clear framework for the growing network while allowing individual locations to retain their own local flavour.
The team also identified like-minded brands for cross-promotional opportunities, developed internal communications materials and supported the ongoing development of Feather Down through brand extensions.
003
Approach
Creating the framework for consistency while preserving local character.
Pimento created comprehensive brand guidelines to provide a clear framework for the growing network while allowing individual locations to retain their own local flavour.
The team also identified like-minded brands for cross-promotional opportunities, developed internal communications materials and supported the ongoing development of Feather Down through brand extensions.
004
Results
A growing brand spanning 61 farms and five markets.
Feather Down grew to more than 61 farms across five markets. Following the successful sale of the brand through a management buy-in from Center Parcs, Feather Down was positioned for further expansion.
004
Results
A growing brand spanning 61 farms and five markets.
Feather Down grew to more than 61 farms across five markets. Following the successful sale of the brand through a management buy-in from Center Parcs, Feather Down was positioned for further expansion.
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Get in /touch/.
Reach out to our team to learn more about how we could help your brand or agency today.
We have agencies in
Bath, Birmingham, Brighton, Bournemouth, Bristol, Cambridge, Cardiff, Chesterfield, Coventry, Edinburgh, Glasgow, Huddersfield, Leeds, Leicester, Lincoln, London, Manchester, Milton Keynes, Newcastle-upon-Tyne, Northampton, Norwich, Nottingham, Oxford, Peterborough, Preston, Sheffield, Shrewsbury, Southampton, Swindon, Warwick and other UK locations.
Contact
Get in /touch/.
Reach out to our team to learn more about how we could help your brand or agency today.
We have agencies in
Bath, Birmingham, Brighton, Bournemouth, Bristol, Cambridge, Cardiff, Chesterfield, Coventry, Edinburgh, Glasgow, Huddersfield, Leeds, Leicester, Lincoln, London, Manchester, Milton Keynes, Newcastle-upon-Tyne, Northampton, Norwich, Nottingham, Oxford, Peterborough, Preston, Sheffield, Shrewsbury, Southampton, Swindon, Warwick and other UK locations.
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