The start of a great night in...
In 2004, Threshers asked 20|20 to develop a retail proposition and new brand focusing on the idea of convenience, following the erosion of their market share as supermarkets and c-store operators increasingly ramped up their own beer, wine and spirits offers. This culminated in the idea for a ‘great night in’.
Work started with a series of brand essence workshops and a name generation programme from which emerged ‘The Local’, and a retail proposition focused on delivering value and service to the local community.
A wide range of graphics were developed to express the brand. Down-to-earth language and tone of voice were central to this with language ranging from “the deals” and “the goods” to “loads of lolly”. The deal-based nature of the offer was reinforced with the addition of “The Loyalty Card”; which would be stamped every time a visit to a store was made.
The new concept was rolled out across 600 off-licence stores across the UK under The Local brand and received a Retail Week award for best in-store communications 2004.
