“The Board and Directors ultimately agreed upon the endorsed brand model which we have rolled out across the businesses with ongoing success and increased brand awareness.”
Brandswell was asked to develop a strategic plan for The Tolson Group’s nine businesses to support the growth ambitions and develop competitive advantage, making The Tolson Group top-of-mind with its retail customers.
Through extensive internal and external stakeholder consultation and comprehensive desktop research, a new brand architecture was defined clarifying the roles and relationships between the nine businesses and nine ‘brands’. The options of monolithic and endorsed brand architectures were explored, with an endorsed model being implemented to mazimise impact. Following alignment of the brand strategy and architecture, a complete rebrand across all brand elements was launched.
Created
• Brand Strategy
• Vision and Mission
• Brand Architecture
• Tagline
CRAFTED
• Brand Logo and Visual Identity
• Website
• Livery
Cared for
• Recruit Brand Manager
“The Tolson Group engaged Brandswell to help solve a series of business and brand issues. Despite being one of the market leading mushroom producers, our brands had not kept pace with our business growth or consumer environment. We needed to explore and collectively agree on the best future for our nine separate brands, which required the objectivity and rigorous process unique to Brandswell.
The methodology used was broad, deep and highly inclusive which ensured everyone involved had ownership. We were presented with a solid brand strategy which informed two clear and sound brand architecture alternatives. The Board and Directors ultimately agreed upon the endorsed brand model which we have rolled out across the businesses with ongoing success and increased brand awareness.”
Client since 2013
