Bentalls rebrand and wayfinding

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Restaurant branding proposition, customer journey mapping and signage, food packaging, guidelines and in-store POS for the Centreview Restaurant at Bentalls department store, Kingston-upon-Thames.


Review of customer journey and brand lead to c22% YoY uplift in sales.

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Bentalls department store had been at the heart of Kingston community in London since 1867. Bentalls is also part of the wider Fenwicks group of stores. As a long-standing fixture of the local retail scene, the restaurant within Bentalls was beginning to look and feel a little tired.

It had lost its competitive edge in comparison to the more contemporary restaurant concessions within the Bentalls store environment (such as Carluccio’s, Krispy Kreme, Satori and Café Nero).

Bonfire conducted a detailed onsite analysis of the existing retail environment and customer journey within the store, shopping centre including all key routes such and car park.

A new food offering was also being created to relaunch the restaurant, which would be an extremely important factor in the repositioning of the refreshed brand, packaging, wayfinding and communications.

The installation was completed at the end of March 2012 and trading began from 1 April. An initial comparison of monthly, year-on-year sales for the first two months of trading demonstrated the immediate impact of the new brand and its implementation across the department store and shopping centre.

Another noted area of measurable success has been through customer feedback. Prior to relaunch a majority were negative, but since relaunch they have been become overwhelmingly positive.

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I love the new branding – as does everyone who comes into contact with it. The customer journey to the restaurant is now much clearer, inviting and supports the ethos of delicious food great service and a relaxing environment.

Catering Manager, Bentalls
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