In 2011 Greene King started the journey to rebrand their corporate identity from The Abbot brand to the Crown & Arrow design and enlisted Omega to help them translate the new design into an impactful sign.
Already an approved supplier to Greene King, Omega were chosen as they required a partnership with a company that was capable of assisting them with the entire process. This included developing creative designs which could then be followed through into design engineering, manufacturing, and ultimately, transferred across many different sign sub substrates and materials. Initially Omega were asked to develop lots of 2 dimensional images incorporating the Crown & Arrows design. This was an extremely sensitive and important project for Greene King and many designs were reviewed and discussed before a key number were taken to the 3 dimensional stage.
Initially, to save on tooling costs, the prototypes were all hand carved and trialed in secret, at the Omega factory before the final prototype was agreed and signed off in 2012. It was agreed that the new brand would then be installed across all new or refurbished Greene King developments with the first project being at the Greene King Head Office in Bury St Edmunds which Omega installed in 2012. The sign family is extremely impactful and has retained its heritage feel but with a modern identity.
Alongside this, Greene King were also developing 2 new major brands for their Locals division; Flame Grill, offering quality meat and fish flame grilled in addition to the normal pub favourites; and Meet & Eat, a lively great place for family and friends to meet for value food and a great atmosphere. The success of these 2 formats was key to Greene King’s long term vision and again new brand identities were required. Omega undertook the visual and design engineering, developing initial concepts and then moving to prototypes for all the different signage elements before getting final sign off in 2012. This was a huge amount of work but more was to follow with the need to rebrand over 180 of their pubs with these new formats over a 7 week period running up to April 2013. This task was mammoth and required Omega to survey all the pubs before Christmas 2012, handling all planning permission consents and agree the signage requirements on a site by site basis. Of primary importance was gaining planning permission for some of the sites to have a new totem sign which was a prominent part of the new signage pack. All fascia signs, totems, individual letters and way finding signs then needed to be manufactured and successfully installed, snag free, in the 7 week window with invoicing to be completed for Greene King’s year-end. In the past Omega has handled many large projects like this and so were able to use their expertise and knowledge to scale up manufacturing as required to ensure that the brand was produced consistently and effectively for installation in the agreed timescale.
The project has now been completed to time, and budget.
“Dan and Omega managed a highly complex national roll out of 200 sites in two different styles in less than 8 weeks, he did so on budget and on time and I can’t remember the last time a project as complex as this went with so few hitches ? which is the reason we asked for them to work on this project.”
Shirley Williamson, Greene King