A truly branded environment 97

Beaurepaires
A multi-site rebrand that left no stone unturned.

Raising standards

Australia’s most trusted tyre provider, Beaurepaires, is the largest retail organisation in Australia to receive the quality accreditation ISO 9001:2000. Founded by Olympian, Sir Frank Beaurepaire in 1922, Bearepaires has evolved from the “Olympic Tyre & Rubber Co.” of 1933 to become the flagship retail network of the GoodyearDunlop Group.

With a strong commitment to raising standards, when it came time to rebrand their national portfolio with – 230 stores across Australia – Beaurepaires had a very visible brand to protect. The transformation would evolve from a blue to a striking orange brand identity that would make their property assets unmistakable.

Fighting intimidation

But it wasn’t just colour, Beaurepaires wanted to create an environment that was welcoming, open and conducive to conversation. Market research had uncovered the intimidation and unease consumers felt when walking into a tyre showroom. Afraid of being up-sold or confused, customers generally sourced product knowledge before entering the premises.

Store layout and atmospherics were important. That welcoming environment needed to be true to both genders, while the waiting areas needed to cater for it. Beaurepaires needed to partner with an implementation specialist who would not only consider their striking orange across their 230 sites, but fight customer intimidation by implementing a warm, approachable and welcoming interior space.

A deep understanding of the brand

Diadem worked to understand the Beaurepaires brand; our aim was to ensure we created a truly branded environment. Collaborating with marketing, property and procurement departments, we drew upon the market research already undertaken with relation to customer segmentation, brand values and aspirations.

Diadem’s deep understanding enabled the development of a customer journey map and interior layout strategy to ensure that the customer experience is optimised and the Beaurepaires brand is integrated and reinforced across all touch points through each retail space.

The total project scope included:

  • Customer experience
  • Customer Journey review and planning
  • Interior design
  • Industrial Design
  • Construction documentation
  • Tender
  • Project management
  • Implementation

From the timeline and brand insights wall to the choice of timber and colour scheme, Diadem understands the vastly improved environment will translate to better customer engagement and measurable results for Beaurepaires.

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