BRAND POSITIONING
A distinctive new brand story built around destination, discovery and the value of the journey itself.
Making the journey part of the destination for Brittany Ferries
BRITTANY FERRIES
The cross-channel travel market had become increasingly competitive, with consumers faced with cheaper and faster ways to reach Europe.
For Brittany Ferries, competing on speed alone was never going to be the answer. The opportunity was to reframe the value of the journey itself and create a more compelling reason to choose sea travel.
We helped Brittany Ferries develop a distinctive brand positioning that transformed the ferry crossing from a means of transport into an integral part of the holiday experience.
UNDERSTANDING THE OPPORTUNITY
Redefining what people were really buying
Most transport brands focus on getting people from A to B. Our research revealed that Brittany Ferries offered something far more valuable: the chance to begin the holiday long before arriving at the destination.
Working closely with stakeholders across the business, we identified the distinctive assets that set Brittany Ferries apart from alternative travel options.
We discovered that traveling by sea with your car, belongings and family wasn’t simply convenient; it played an important emotional role in the holiday ritual. The crossing created anticipation, excitement and a sense of transition that became part of the overall experience.
But the destination itself was equally important. Brittany Ferries has long championed the coastal regions of western France, celebrating their landscapes, culture and way of life. This insight became central to the new positioning: Brittany Ferries was not simply transporting people to a destination, it was already immersing them in the experience they had come to enjoy.
The positioning informed a refreshed visual identity and helped shape the onboard experience, bringing the destination to life through food, design and customer experience.
EXPERIENCE DESIGN
The positioning shaped visual identity, onboard experience and future ship development.
30% REVENUE GROWTH
A stronger brand platform contributing to sustained commercial growth over three years.
THE RESULTS
From transport provider to travel brand
The new positioning gave Brittany Ferries a clearer and more distinctive role within the category, moving the conversation beyond price and speed to focus on experience, discovery and destination.
The work extended far beyond communications. The positioning informed the evolution of the visual identity, onboard experience and future ship design, creating a more consistent and immersive customer journey.
By placing destination and experience at the heart of the brand, Brittany Ferries strengthened its differentiation and built a platform for long-term growth.
The transformation helped contribute to 30% revenue growth over a three-year period and established a stronger foundation for the future of the business.
BANG & OLUFSEN
Defining luxury in premium audio
As competition intensified, Bang & Olufsen sought to move beyond premium and establish a clearer position in luxury audio.
We uncovered the needs, expectations and codes of the luxury consumer – redefining what drives value at the high end. These insights shaped a more focused portfolio strategy, enabling B&O to sharpen its positioning, align its offer and build a more distinctive, future-facing presence in the luxury space.
CARLSBERG
Unlocking growth in hard seltzers
With hard seltzers booming, Carlsberg needed to define where and how to win globally.
We identified the key consumer drivers shaping adoption and translated them into clear, market-specific opportunities. This enabled Carlsberg to prioritise launches and focus investment; starting with targeted trials in Norway and Singapore before scaling into a broader global rollout.
The result was a more focused, insight-led entry into a fast-growing category.
BRITTANY FERRIES
Brand repositioning beyond core offer
As competition from low-cost, sun-focused holidays intensified, Brittany Ferries needed to evolve beyond its core ferry crossing offer and reposition itself as a provider of richer, end-to-end holiday experiences. We helped redefine the brand around what makes it truly distinctive: travelling by sea as part of the holiday itself, with access to discovery-rich destinations along Europe’s western coastlines. This new positioning came to life through a new logo and visual identity we created, alongside a reimagined onboard experience on its latest ships—designed to fully embody the brand’s promise.
BAKKAVOR
Reimagining the future of ready meals
Bakkavor set out to create a distinctive new brand in the competitive ready meals category without relying on retail or celebrity cues.
We combined deep category insight with consumer and expert perspectives to define a clear innovation opportunity, then took it end-to-end; from strategy through to concept, naming, design and launch.
The result was a multi-SKU range built to cut through at shelf and unlock new growth.
JABRA
Leading the future of the workplace
Jabra sits at the forefront of workplace innovation, navigating rapid shifts in technology, behaviour and environments.
We partnered with Jabra to explore what’s next; from the impact of AI to hybrid working and wellbeing, translating emerging trends into clear innovation opportunities.
Our work helped shape product and proposition development, ensuring Jabra continues to lead the category and unlock future growth.
SKY
Reframing the brand for a new era
Sky needed to shift consumer perception and reappraise its role in people’s lives.
We provided strategic guidance to define a new creative platform – grounding the brand in a more emotional, distinctive space that could cut through and resonate at scale.
This thinking became the foundation for the award-winning “That Sky Feeling” campaign, helping to reframe the brand and drive renewed relevance with audiences.
STARBUCKS
Rebuilding the Starbucks Reserve brand
Starbucks Reserve launched in EMEA to strengthen coffee authority, but underdelivered on awareness and engagement.
We redefined the brand’s strategic role and growth potential across key markets, developing and testing future brand territories with 2CV. This enabled us to prioritise the strongest opportunities and deliver a clear, commercially grounded roadmap, which identified must-win battles and where to focus investment into the areas with the greatest potential to drive growth.
TIKTOK
Embedding the audience growth strategy in TikTok
A segmentation framework only creates value if it’s adopted. After developing a global audience segmentation, we partnered with teams to bring it to life across the organisation.
From a high-impact launch event and leadership-led content to personalised tools and assets, we created a shared language and made the framework easy to use day-to-day.
By embedding it across content, product and communications, the work helped unlock a clear path to more than 500 million new users.
UNILEVER
Future-proofing hair styling innovation
Unilever needed to understand how hair styling had evolved post-pandemic and define a future-facing innovation roadmap.
We combined global research, expert input and deep consumer immersion to uncover emerging needs and identify six high-potential innovation territories. Through collaborative ideation and testing, we refined a focused set of concepts.
The result was a clear pipeline of next-generation products and the confidence to move forward in a rapidly evolving category.