Wrattens | Dial Investments | Branding
Wrattens, Independent Shop and Cafe
Wrattens had been an independent retailer at the heart of Chislehurst High Street since the 1930’s. The large double-fronted shop had been divided into a number of concession spaces during the 1990’s based around a gift shop and café concept with an emphasis on antiques and crafts. Although Wrattens was still held in affection by its customers, over time the space had become confused and the interiors cluttered. The owners were keen to keep the Wrattens name and the nod to its long history but wanted to develop a more contemporary retail experience.
Nugget was appointed to review the whole project and develop a strategy, new brand , interior design, working on everything from initial concepts right the way through to implementation.
The Shop: For the interior, we worked with our client to create a warm, welcoming space that would provide a simple showcase for the products on offer. We used oak, rich metallic tones and slate grey, all enhanced by returning, where possible, to the original brick of the building. Bespoke display units, including simple signs, helped to provide cohesion for the wide range of concessions in the shop. Bespoke display tables carefully echoed the brand whilst allowing the focus to remain on the featured products on sale.
A follow up to a successful shop design was the Cafe at the rear of the shop. The Café had always been a much loved part of the previous Wrattens experience so we worked carefully to ensure the design was complimentary to the vernacular of the shop. The space was refurbished with neutral and sophisticated colours, warm oak wood features and again kept the original brick work that serves as a wonderful backdrop to this hearty café experience.
The Brand: As it was decided to retain the name, we wanted to best use the heritage of the existing name and create a contemporary brand for this “department store” that showcased all the wonderful and individual products this shop had on offer. We focused on the W of the brand and this now echoes across all their design collateral – from the furniture, bags, window vinyls and more. A simple idea executed well.