Brand essence plays a key role in the success of Fed's second Manchester outlet.

Federal selected Bert as its branding agency in the build up to the launch of its second outlet.

Working closely with founder Claudio Ribeiro we were able to uncover and define Fed’s essence [the ‘thing’ that made them such a remarkable success].

We helped create a second Manchester store on Deansgate that is every bit as authentic and ‘Federal’ as the first.

We’re pretty proud of the result (extract from the opening review on Confidentials.com):

“It’s always interesting to see what happens when a thriving independent opens a second branch.

Near neighbours Home Sweet Home for instance, started off with a quirky cute branch in the Northern Quarter but its second branch, just over the road in the Great Northern, was a much more commercialised and slick operation. 

Federal seems to have been able to clone itself almost perfectly – the menu, the coffee, the friendly staff, the gentle hipness – it’s all here.

The Deansgate clientele, presumably shoppers and workers from Spinningfields, seem to love this little slice of the Norther Quarter. I guess the only question is where to open the third branch.”

Lucy Tomlinson, Confidentials Manchester. May 2019.

Read the article in full here.

Our full Federal case study is here.

If you’re interested in discovering how a branding agency can help you grow your business, we’d love to hear from you.