First Quenching rebrand for Threshers by Severn
Midlands-based Severn Communications has completed the re-branding of Thresher Group to First Quench Retailing (FQR).
The agency was selected to develop the new brand identity having worked with the drinks retailer across a range of projects for more than three years.
The decision to reposition the holding company brand of the UK’s leading independent drinks retailer – whose consumer brands include Wine Rack, The Local, Threshers and Haddows – came following a review of the company’s ongoing trading strategy.
In response to a brief outlining the need for an identity that embraced the scope of its consumer brands, and to help reposition the group in a challenging marketplace, Severn created the overlapping capitals of F, Q and R to support the return to a group name – First Quench Retailing – first used ten years ago.
An amalgam of the four key brand fascia colours - Wine Rack blue, Threshers red, Haddows purple and Local yellow – the letters intersect to demonstrate how the group brand becomes a sum of its parts.
Kieran Fitzpatrick, creative director for Severn said: “The shorthand of the group name – the FQR – is displayed in a bold, modern font and, we think, signals loud and clear that the group means business.
“It was a confident move to step away from the drinks-related imagery but we wanted the re-branding to signal the changes that have been happening within the business.”
Fyl Newington, business change director for FQR added: “Severn’s ability to so succinctly encompass our ambitions and distill the complexity of our varied brands into such a striking visual that embodies our position as market leader has been impressive.”