The Hide brand creation

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Brand creation and implementation across interiors and integrated marketing activity for premium café-bar.


One year after launch The Hide were 300% ahead of year 1 targets.

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Two businesswomen approached Bonfire with a business idea for an upmarket, contemporary, café-bar destination appealing to the 25+ mature consumer. 

As well as a name we were to develop the brand identity, bring the brand concept to life within the interior of the 100-year-old building, and develop an integrated launch campaign targeting Ampthill and the surrounding villages.

As the building itself had a long history in Ampthill the brand identity not only needed to capture this heritage, but also reflect the contemporary, dynamic values of the building’s new beginnings as a lounge and café bar.

With the business located in a “hidden” courtyard, accessible only by a passageway just off the market square, and it having been an abattoir in a former life, we proposed the name ‘The Hide’. 

This not only reflected its secluded location, but also tipped a nod to the building’s history and the sophistication of the target audience; i.e. it would be a venue appealing only to those ‘in the know’.

With the name approved, design development of all branding, marketing materials, interiors and fittings, exterior signage commenced. It was vital that we kept some of the original cast iron fixtures and fittings from its previous life and these were upcycled into the design as objects of curio during the refurbishment. 

Awareness was generated prior to the grand opening, through the creation of integrated online and offline marketing materials.

The structure was fully refurbished from derelict building to fully operational venue within a three-month period, to ensure the business would be open for the key Summer trading period. The interiors, with their quirky historical fixtures, are now a regular topic of conversation with customers.

Through our pre-launch campaign we grew the largest and most engaged local social community (double that of a national brand presence within the town), created a groundswell of anticipation amongst the local community and The Hide has rapidly become a central feature to the local social scene, both day and night. 

At the end of its first year, The Hide has exceeded its first year business plan by 100% – not bad for an industry where 60% of independent cafés and restaurants fail in their first year. This success was also recognised in June 2015 when the owners won the Best Newcomer category in the annual Bedfordshire Food & Drink Awards.

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Within the hospitality industry it is paramount that we remain relevant. Bonfire continues to work with us, refining and developing our brand along with evolving our food and drink offering.

Owners, The Hide, Lounge and Café Bar
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Launch campaign grew the largest and most engaged local social community, double that of a national brand presence.

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