Coes

Between 2016 and 2022, we partnered with Coes to unify and elevate the brand identity across their family of stores and Golding in New Market. Initially, the lack of consistent branding confused customers and weakened brand recognition. Our comprehensive strategy addressed these challenges by delivering cohesion and clarity throughout their marketing efforts.

We began by defining Coes’ core messaging and synchronising the visual identities of their subsidiary stores while retaining the original Coes logo. A vibrant, lifestyle photography style featuring real customers was implemented to humanise and personalise the brand. A detailed brand book provided guidelines to ensure consistency across all communications and store visuals.

Marketing became campaign-driven and targeted by customer segment and seasonality, supported by redesigned collaterals such as eco-friendly store cards, packaging, point-of-sale materials, brochures and advertising. We also introduced the Coes Journal, a quarterly publication that highlighted the family’s values and lifestyle.

A key highlight was the commemorative book Reflections of a Shopkeeper, celebrating David Coe’s 60 years and reinforcing the company’s legacy. The result: a stronger brand presence, increased customer engagement, especially among younger demographics and more efficient marketing.

“WHAT from the outset, helped us to look at the DNA of our organisation and have built an advertising strategy based around that. The time and effort reviewing who we are and what we stand for has manifested itself into campaigns that are targeted and have a great resonance with our customer base. Their attention to detail and ability to continually review each piece to ensure it is in keeping with the overall script is outstanding. But most importantly they are a pleasure to work with.”

WILLIAM COE