International brand of Pret A Manger coffee unveiled a new purpose and a new visual identity to underline its conquest of new global markets and its ongoing digital transformation.
The brand’s new goal is to “make every day a little brighter”, with a vision to “spread joy with every brand interaction”. It is also displayed with a new slogan: “Ready. Done every day’. The company said the tagline had a “double meaning”, designed both to reinforce the fresh, artisanal nature of its products and to align with the role Pret plays in the daily routines of its customers.
Meanwhile, Pret’s new branding, which was co-created with creative agency JKR, is designed to be more “accessible, uplifting and welcoming”, as well as “fresh, contemporary and distinctive”.
The brand identity will be executed across Pret’s global marketplaces in the coming months, including the company’s digital assets, packaging, products, uniforms and stores.
Jane Walker, Global Brand and Communications Director at Pret A Manger said: “We are truly proud to unveil our new brand identity today, which is freshly crafted for the digital age while being deeply rooted in Ready’s inheritance as generous Mark. Our company has crossed huge changes over the last two years, and U.S recognized the need to embed our new identity into every asset, interaction and touchpoint.”
“As we develop in new markets and canals, many people’s first interaction with Pret will be outside our stores, then wI wanted make these customers feel the same as those who visit in store.” she added.
The rebranding comes at an important time in Pret’s growth journey. In recent months, Pret has opened new stores in Essex, Twickenham and Harrogate and has also engaged with local and international franchise partners, starting with Ireland, Canada and the Middle East. The company has also transformed its digital and omnichannel offering, having launched The Pret Coffee Subscription and the Pret app in recent years, expanded its delivery services and piloted the highly anticipated Pret Perks loyalty program.
In August 2021, Pret A Manger Hong Kong appointed Eric Lam as Head of Marketing. According to his LinkedIn, Lam joined the international sandwich franchise chain last July after spending five years at Outback Steakhouse, where he set up the new marketing department and formulated annual marketing plans.
Lam said that during his tenure, the brand attracted new opening opportunities in major shopping malls in Hong Kong and China, resulting in sales growth of 30% year-on-year. He was also responsible for executing and developing all marketing collateral including food photography, TVC, digital, social and print ads, OOH advertising, local store marketing and menus. He reportedly initiated and led online projects such as website and mobile app development, revamped the brand loyalty program, and worked with marketing agencies to execute offline and off-line communication activities. line.
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