EDGE

Brand Communications

Architecture/ Interiors

Bringing the Orange Business Services brand strategy to life.

Client:

Orange

Location:

Slough

Brief:

To create a new branded ground floor café at an existing facility for Orange Business Services, integrating the space with a retail offer and a new business meeting suite (also by EDGE), so that it could be used as a collaboration space and be ‘more than just a café’. The facility replaced a third floor restaurant and also had to encompass as many covers as possible (as the space allocation was hugely reduced).

What’s the Big Idea?

‘Communicating the global stretch’. EDGE developed a new F&B offer using the ‘Olive’ branding of a local operator/food provider, creating a look and feel for the brand that also worked well with Orange’s own branding – and a strong look for what was previously a fairly anonymous space. Clever space-planning allowed for an optimum number of covers, but without feeling over-crowded, encouraging people to sit and eat and not just use the service for take-away. The integrated meeting rooms, dining area and sales areas bring the Orange Business Services brand strategy to life, with a design that reflects the organisation’s core values, instils strong brand awareness and inspires and builds an emotional connection not just among staff, but with customers too.

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