Hatch, Brand Creation
Situation
Hatch is a new concept in retail, leisure and food and beverage: small, cost-effective units in a stylish space, designed for experimenters, innovators and entrepreneurs to bring ideas to market in a low risk environment with guaranteed footfall.
In a sense, its story goes back all the way to the 1980s, as it shares brand DNA with Manchester’s famous Afflecks. But the brief to Bert stipulated that this brand should be different to that iconic shopping emporium. This brand should be modern, unconventional, energetic and bold.
We were tasked with bringing this concept to life before building even began.
Transformation
Creatively, the project offered rich inspiration: an atmospheric location under Manchester’s iconic Mancunian Way flyover; architecturally fascinating, with steel shipping containers clustered around an inviting secret courtyard; and exciting new ventures from independent retailers set to launch each week.
We began by imagining the name, Hatch, inspired by street food vendors and all the great new ideas and businesses hatching out of the place. Then we continued to hone the concept, establishing a brand strategy and visual identity for everything from the physical space to brand launch campaigns.
Growth
The Hatch story is a success; the place has already proved to be a phenomenon, with the Hatch team taking home the award for the pop up event or project of the year at the Manchester Food & Drink Festival Awards 2018.
The huge pent-up demand in this part of the city for stylish, independent retail has resulted in enormous footfall, successful trading and a long waiting list of hopefuls eager to try out their own ideas in the Hatch space.
