Interviews and focus groups allowed the team to understand WE ARE BAR’s audience and design the brand around their needs.
The WE ARE BAR name is designed to be inclusive, bold and memorable and takes inspiration from the beat of the city as the venture was built from the ground up to meet the individual needs of those who work and live in urban environments.
Building a brand
WE ARE BAR owner Kornicis is led by Richard Stringer and Ian Banks. Stringer said: “We are building a brand to raise the bar for drinking in the city and asked Ragged Edge to help us define, name, create and built it.
“In WE ARE BAR, we have collaborated on a fresh and exciting new concept which will be very successful.
“Ragged Edge guided us through every step of the brand creation process and their strategic customer-focused approach made all the difference. The results speak for themselves.”
The first WE ARE BAR site was launched last week in Bishopsgate, in the heart of London and Kornicis are planning to roll out the new brand in other central London sites before moving towards the commuter belt outside of the city.
The brand was brought to life across a range of platforms including menus, brand collateral, photography and a website.
Bold, disruptive and memorable
Co-founder of Ragged Edged, Max Ottignon said: “We wanted to put down a marker with a bold, disruptive and memorable name. A statement of intent that would underpin the entire brand.
“It’s a name that feels inclusive, neighbourly and wholehearted – a perfect expression of our strategy that set out to give the brand a point of difference rooted in genuine substance.
“The name also led us to a highly distinctive tone of voice with copy forming a fundamental part of the identity – a rarity in the category.”