MISSION

Peter Doyle took over the Doyle family businesses, determined to build equity in the Peter Doyle name. He sought consistent branding across all businesses including the wine range, food condiments, a takeaway kiosk and other lifestyle brands.

APPROACH

New corporate branding including logo and identity that was simple, compelling and memorable, to reflect the brand values of trust and quality. The use of his initials ‘p’ and ‘d’ in the shape of fish elegantly draws on the Doyle seafood heritage. This became a design constant throughout every communication piece – a quasi seal of approval which consumers could put their trust in. The launch was supported by a large PR component and association with brands such as American Express.

RESULTS

Recognition of the name Peter Doyle increased remarkably. Re-branding of Doyles at the Quay to Peter Doyle @ The Quay saw a 15% increase in business in the 2nd half of 2008 compared to 12 months earlier. The 12 months of 2008 also saw Watsons Bay Hotel’s highest occupancy rates on record.

‘The team has done a wonderful job re-branding
our luxury hotel, showcasing its unique features
and promoting an exclusive experience.’

PATRICK KELTON, GENERAL MANAGER, WATSONS BAY HOTEL