wisdomcannell design

case study 01

quality bar bistro puts itself on the map

©wisdomcannelldesign 2010

Friday, March 19, 2010

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 briefFriday, March 19, 2010

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.

logoFriday, March 19, 2010

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.

mapFriday, March 19, 2010

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.

photographyFriday, March 19, 2010

menus

MenuWoolpack Bar & Bistro

Mill Green RoadFryerning, Ingatestone

Essex CM4 0HSTel: 01277 352189

www.woolpackfryerning.comOpening Hours:Closed Monday

Tues to Sat 12pm-3pm and 5pm-11pmSunday 12pm - 5pm

ReservationsFor bookings please telephone us on 01277 352189

or come along and book in person.

Parties & Large GroupsOur 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.

Welcome to the Woolpack Bar & BistroSituated in the picturesque village of Fryerning, the

Woolpack has stood at the crossroads of Mill Green

Road and Fryerning Lane since 1879. It sits as a

landmark opposite Fryerning Green, home to a mighty

English Oak tree, offering the first view of the

village from Ingatestone High Street. In keeping with

the community we offer a friendly atmosphere, with

the premise of great food, great drink and great

service. We Look Forward to your time at The

Woolpack, Fryerning...

Bistro MenuOur menu changes daily to reflect the best of

fresh seasonal produce available. A healthy mix

of traditional British and continental cuisine

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.

The BarOffering a fine selection of wines by the bottle or

glass; varying from house wines from Chile, classic

French favourites, popular Italian grape varieties

and flavoursome New Zealand whites - there is

something to suit every palate.

The beers range from the classic Adnams Bitter

to the premium Bitburger, Aspall for the cider

connoisseurs, as well as the old favourite Guinness.

Spirits number from blended Whiskey brands to

rare, aged single malts to entice the taste buds.

A good spread of Gin, Vodka, Rum and Bourbon, as

well as every aperitif to drink alone or compliment

a classic cocktail.

©www.wisdomcannell.co.uk 2009

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 tassle. This allows the woolpack to change menus quickly and easily, and use the covers for all manner of marketing tasks.

Friday, March 19, 2010

wine list

The matching wine list also featured atmospheric and stylish images of the fine beverages on offer along with more images of the setting.

ReservationsFor bookings please telephone us on 01277 352189

or come along and book in person.

Parties & Large GroupsOur 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.

W!nesWoolpack Bar & Bistro

Mill Green RoadFryerning, Ingatestone

Essex CM4 0HSTel: 01277 352189

www.woolpackfryerning.comOpening Hours:Closed Monday

Tues to Sat 12pm-3pm and 5pm-11pmSunday 12pm - 5pm

Welcome to the Woolpack Bar & BistroSituated in the picturesque village of Fryerning, the

Woolpack has stood at the crossroads of Mill Green

Road and Fryerning Lane since 1879. It sits as a

landmark opposite Fryerning Green, home to a mighty

English Oak tree, offering the first view of the

village from Ingatestone High Street. In keeping with

the community we offer a friendly atmosphere, with

the premise of great food, great drink and great

service. We Look Forward to your time at The

Woolpack, Fryerning...

The Wine ListOffering a fine selection of wines by the bottle or

glass; varying from house wines from Chile, classic

French favourites, popular Italian grape varieties

and flavoursome New Zealand whites - there is

something to suit every palate.

Bistro MenuOur menu changes daily to reflect the best of

fresh seasonal produce available. A healthy mix

of traditional British and continental cuisine

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.

The BarBeers range from the classic Adnams Bitter

to the premium Bitburger, Aspall for the cider

connoisseurs, as well as the old favourite

Guinness.

Spirits number from blended Whiskey brands to

rare, aged single malts to entice the taste buds.

A good spread of Gin, Vodka, Rum and Bourbon, as

well as every aperitif to drink alone or compliment

a classic cocktail.

©www.wisdomcannell.co.uk 2009

Friday, March 19, 2010

website

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?

Friday, March 19, 2010

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.

Friday, March 19, 2010

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

Friday, March 19, 2010

website

The finished scene: The bar complete will pullable pumps and sounds of glasses filling.

www.woolpackbistro.com

Friday, March 19, 2010

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.

stationFriday, March 19, 2010

The finished posters grace the walls of the stations in portrait and Landscape formats.

WOOLPACK

GOOD FOODAND A WARM WELCOME

www.woolpackBISTRO.comMill Green Road Fryerning Ingatestone Essex CM4 0HS

The Woolpack Bar & Bistro is a friendly family affair, where we do thingsa little differently. We serve fresh traditional Great British dishes withmore than a hint of the Mediterranean. You can find us nestled in theEssex countryside just outside Ingatestone and nearby to Shenfield andthe A12. Our Bistro is cosy and stylish , offering a Sunday Lunch menu,Lunchtime Menu and Full Evening a la carte Menus together with our DailySpecials board. Mentioned in the Essex Food & Drink guide 2010.

BAR & BISTRO FRYERNING, Nr. INGATESTONETel No. 01277 352189

WOOLPACKBAR & BISTRO 01277 352189

www.woolpackB I STRO.comMill Green Road Fryerning NR. Ingatestone Essex CM4 0HS

GOOD FOODAND A WARM WELCOME

stationFriday, March 19, 2010

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.

LASTWED

OF MONTH

WOOLPACK

www.woolpackBISTRO.comBAR & BISTROMill Green Road

Fryerning Nr. Ingatestone EssexCM4 0HS

SMOOTH

SOUN

DS w

ith‘’MICHELLE &

DEE’

ITALIA

N NIG

HT£253 COURSES

BOOK O

N 01277 352189

EVER

Y

promotion www.woolpackBISTRO.com

CHEC

K WEB

SITE FO

R

LATEST O

FFERS

& MEN

US!

FREE BOTTLE OF HOUSE WINEFOR EVERY 2 SET OR À LACARTE MENU MAIN MEALSPURCHASED TUESDAY TOTHURSDAY LUNCH/DINNER.

*Please produce COPY OF THIS LEAFLET when you order to obtain your FREE bottle of house wine. Offer valid from

Tuesday 16th February to Thursday 1st April 2010.Reservations: For bookings please telephone us on 01277 352189 or come alongand book in person. Any dietary requirements can be catered for on request.

FREE BOTTLE OF HOUSE WINE*

S!cia" O#$%Opening Hours:

Tuesday to Saturday: 12pm-3pm and 5pm-11pm.Sunday: 12pm - 8pm.

Woolpack Bar & BistroMill Green RoadFryerning, IngatestoneEssex CM4 0HS01277 352189www.woolpackbistro.com

GOOD FOODAND A WARM WELCOME

WOOLPACK

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Friday, March 19, 2010

info@wisdomcannell.co.uk

©wisdomcannelldesign 2010

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Friday, March 19, 2010