The Brief
Center Parcs is one of the UK’s leading holiday parks that provides accommodation, attractions, and activities for families. In early 2021, the company decided to launch a park-based restaurant delivery service which would be accessible through the Center Parcs app.
Initially the client wanted to develop this idea internally however, they found themselves in need of the viewpoint of a marketing agency. They turned to Saint Associates for an outside view on creating a brand for the new project and we were happy to take on the challenge.
Read the launch articleWhat was needed
The project aimed to create a brand that is not only synonymous with Center Parcs, but also was instantly familiar and recognised as being an easy-to-use delivery app, that also provides great consumer benefits. The service would be set up to offer guests with a premium option for delivering restaurant-quality dining to their Center Parcs lodges during their stay.
As the branding was to be ‘cuisine agnostic’, the goal was to design content with enough unique flare to cover all cuisine requirements. During the pandemic, guests will have been familiar with using these same delivery services at home. Over this time, people will have been able to experience the value and quality of the restaurant delivery service, giving them a taste of what can be offered during their stay. We hoped that guests would find this app simple and easy to use from the comfort of their home away from home, making their family lodge stays at Center Parcs even more special.
What we did
Our team started by creating mood boards based on the research we did with the team at Center Parcs, which included looking at other brands in similar industries and speaking to staff members about what they liked and didn’t like. This helped us understand what kind of feel they were hoping for so that we could create something that stood out in an industry where most companies have similar aesthetics. With the idea in motion, it was time to give this service concept a name, and after much consideration, “Restaurant Runner” was ready to sprint into action.
We then developed a brand identity which we felt would appeal strongly to existing customers while also attracting new ones. Our work included creating logo concepts and illustrations for packaging and promotional materials such as flyers and posters.
