marketing a bar bistro a case study
The Woolpack Bar & Bistro in Fryerning, Essex is a family affair, where they do things a little differently. The atmosphere is friendly, the food excels and the setting is so English. The client had decided to attract more customers and lift the profile of the business with marketing that truly reflected the quality and difference that was unique at the Woolpack.
our brief
Stage 1 - Branding The Woolpack is a very unique experience as you will find upon visiting. Its setting and historic significance to the area is part of its charm, and a brand and logo needed devising to portray this experience. A traditional, smart logo that exudes quality and underscored the values was created.
logo
Another key asset to the identity of the Woolpack was its position in Essex. Tucked away behind Ingatestone it commands a beautiful setting in the heart of the Essex countryside. For the new business they wanted to attract from further afield, a map needed to be carefully created to guide them to their door. This too had to reflect the charm of the Woolpack, and its setting.
map
Stage 2 - Photography Good photography will capture the ambience, set the mood and do justice to a venue. Visitors to the Woolpack are charmed by its traditional, yet contemporary and stylish decor. We set aside an afternoon and captured the atmosphere in the woolpack. These images would form the basis of the website and the marketing materials.
photography
Stage 3 - Menus and Wine List At the heart of any great dining experience is the anticipation and promise generated by reading the menu. We created a stylish laminated cover to hold the Bar and Bistros’ own home grown printed inserts, all held together by a quality gold tassel. This allows the woolpack to change menus quickly and easily, and use the covers for all manner of marketing tasks.
Reservations
Welcome to the Woolpack Bar & Bistro
For bookings please telephone us on 01277 352189
Situated in the picturesque village of Fryerning, the
Offering a fine selection of wines by the bottle or
or come along and book in person.
Woolpack has stood at the crossroads of Mill Green
glass; varying from house wines from Chile, classic
Road and Fryerning Lane since 1879. It sits as a
French favourites, popular Italian grape varieties
Parties & Large Groups Our main Restaurant area seats up to 40 diners. We will be happy to liaise with you to ensure your party or event requirements are catered for. Any Dietary Requirements can be Catered for on Request.
Woolpack Bar & Bistro Mill Green Road Fryerning, Ingatestone Essex CM4 0HS Tel: 01277 352189
Menu
The Bar
landmark opposite Fryerning Green, home to a mighty
and flavoursome New Zealand whites - there is
English Oak tree, offering the first view of the
something to suit every palate.
village from Ingatestone High Street. In keeping with the community we offer a friendly atmosphere, with
The beers range from the classic Adnams Bitter
the premise of great food, great drink and great
to the premium Bitburger, Aspall for the cider
service. We Look Forward to your time at The
connoisseurs, as well as the old favourite Guinness.
Woolpack, Fryerning... Spirits number from blended Whiskey brands to
Bistro Menu
rare, aged single malts to entice the taste buds.
Our menu changes daily to reflect the best of
A good spread of Gin, Vodka, Rum and Bourbon, as
fresh seasonal produce available. A healthy mix
well as every aperitif to drink alone or compliment
of traditional British and continental cuisine
a classic cocktail.
which is ever evolving to reflect the seasonal change in ingredients. We offer a range of varied meal dishes and a daily fish board to ensure fresh fish is on the menu with every visit.
www.woolpackfryerning.com Opening Hours: Closed Monday Tues to Sat 12pm-3pm and 5pm-11pm Sunday 12pm - 5pm
Šwww.wisdomcannell.co.uk 2009
menus
The matching wine list also featured atmospheric and stylish images of the fine beverages on offer along with more images of the setting.
Reservations
Welcome to the Woolpack Bar & Bistro
Bistro Menu
For bookings please telephone us on 01277 352189
Situated in the picturesque village of Fryerning, the
Our menu changes daily to reflect the best of
or come along and book in person.
Woolpack has stood at the crossroads of Mill Green
fresh seasonal produce available. A healthy mix
Road and Fryerning Lane since 1879. It sits as a
of traditional British and continental cuisine
Parties & Large Groups Our main Restaurant area seats up to 40 diners. We will be happy to liaise with you to ensure your party or event requirements are catered for. Any Dietary Requirements can be Catered for on Request.
Wines
landmark opposite Fryerning Green, home to a mighty
which is ever evolving to reflect the seasonal
English Oak tree, offering the first view of the
change in ingredients. We offer a range of varied
village from Ingatestone High Street. In keeping with
meal dishes and a daily fish board to ensure
the community we offer a friendly atmosphere, with
fresh fish is on the menu with every visit.
the premise of great food, great drink and great service. We Look Forward to your time at The Woolpack, Fryerning...
The Bar Beers range from the classic Adnams Bitter to the premium Bitburger, Aspall for the cider
The Wine List
connoisseurs, as well as the old favourite
Offering a fine selection of wines by the bottle or
Guinness.
glass; varying from house wines from Chile, classic
Woolpack Bar & Bistro Mill Green Road Fryerning, Ingatestone Essex CM4 0HS Tel: 01277 352189
French favourites, popular Italian grape varieties
Spirits number from blended Whiskey brands to
and flavoursome New Zealand whites - there is
rare, aged single malts to entice the taste buds.
something to suit every palate.
A good spread of Gin, Vodka, Rum and Bourbon, as well as every aperitif to drink alone or compliment a classic cocktail.
www.woolpackfryerning.com Opening Hours: Closed Monday Tues to Sat 12pm-3pm and 5pm-11pm Sunday 12pm - 5pm
Šwww.wisdomcannell.co.uk 2009
wine list
Stage 4 - Not just another website How do you translate the special atmosphere found in a place to an on-line experience that actually makes you feel transported to your table the place setting, the sounds, the ambience, the experience? It’s a big ask, but we decided to bring all this to the website. How? What about if you roll over the wine glass and it fills up? How about the phone rings if you click on it, and brings up the phone number of the Woolpack?
website
We took images of a table as a base image along with an image of the bar. We then found items within the Woolpack to dress each scene, and thereby adding a special level of interactivity to the website.
website
The finished scene: All objects are animated and are interactive so the user can discover the Woolpack for themselves. Background ambience sounds are added. www.woolpackbistro.com
website
The finished scene: The bar complete will pull-able pumps and sounds of glasses filling. www.woolpackbistro.com
website
Stage 5 - Station Posters To promote the Woolpack at local stations it was agreed to follow the classic styling of period rail posters, once again associating with a bygone age of quality and service. We created bespoke painting of the woolpack in period setting for use on station posters at both Ingatestone and Shenfield.
station
The finished posters grace the walls of the stations in portrait and Landscape formats.
GOOD FOOD AND A WARM WELCOME
WOOLPACK
BAR & BISTRO 01277 352189 Mill Green Road Fryerning NR. Ingatestone Essex CM4 0HS
www.wool pac k B I ST RO . com
GOOD FOOD AND A WARM WELCOME
WOOLPACK
BAR & BISTRO FRYERNING, Nr. INGATESTONE Tel No. 01277 352189 The Woolpack Bar & Bistro is a friendly family affair, where we do things a little differently. We serve fresh traditional Great British dishes with more than a hint of the Mediterranean. You can find us nestled in the Essex countryside just outside Ingatestone and nearby to Shenfield and the A12. Our Bistro is cosy and stylish , offering a Sunday Lunch menu, Lunchtime Menu and Full Evening a la carte Menus together with our Daily Specials board. Mentioned in the Essex Food & Drink guide 2010.
station
Mill Green Road Fryerning Ingatestone Essex CM4 0HS
www.woolpackBISTRO.com
Stage 5 - Promotions To promote special events, correx graphic panels (similar to material used by estate agents) were designed and produced for displaying at key sites locally. Special offer postcards were also produced and circulated along with folding business cards on the tables and at the bar. BusinessCards_Layout 1 29/01/2010 09:46 Page 1
Opening Hours: Tuesday to Saturday: 12pm-3pm and 5pm-11pm. Sunday: 12pm - 8pm. Woolpack Bar & Bistro Mill Green Road Fryerning, Ingatestone Essex CM4 0HS 01277 352189 www.woolpackbistro.com
GOOD FOOD AND A WARM WELCOME
WOOLPACK
WOOLPACK
Special Offers
FREE BOTTLE OF HOUSE WINE* FREE BOTTLE OF HOUSE WINE FOR EVERY 2 SET OR À LA CARTE MENU MAIN MEALS PURCHASED TUESDAY TO THURSDAY LUNCH/DINNER.
£25
promotion
SM O O BO TH
DE E’
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18 9
‘’M IC H 35 ELLE 2 &
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Nr. Ingatestone Essex CM4 0HS
ITA
CH E LA CK TE WE & ST O BSIT ME F E NU FE FO S! RS R
Fryerning
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Mill Green Road
www.woolpackBISTRO.com
NI
BAR & BISTRO
w it h
and book in person. Any dietary requirements can be catered for on request.
LAST
WED
OF MONTH EVERY
Tuesday 16th February to Thursday 1st April 2010. Reservations: For bookings please telephone us on 01277 352189 or come along
www.woolpack BISTRO.com
O SOU K O ND N0 S 12 77
*Please produce COPY OF THIS LEAFLET when you order to obtain your FREE bottle of house wine. Offer valid from
HT
3 COURSES
Let us make the difference to your business. Contact us today for your free consultation
Wisdom Cannell Design Granville House Threshelfords Business Park Inworth Road Feering, Essex CO5 9SE United Kingdom +44 (0)845 226 2599 info@wisdomcanell.co.uk www.wisdomcannell.co.uk
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