Established in 1999, Arc Inspirations are one of the North’s most successful privately owned leisure operators. Today, the company owns and manages 15 destination bars and restaurants in Leeds, Manchester, Harrogate and York. Employing more than 600 people, the Arc success story is down to the tireless efforts of founders Chris Ure and Martin Wolstencroft. Their goal is simple; for their business model to be the best in the sector. So much so their internal mantra is 'Nobody does it better.’
Although every one of Arc’s bar and restaurant concepts is uniquely different, there are threads of consistency running through them all. The underling objective is to create truly memorable experiences through environment, product quality and a relentless pursuit of service excellence. Arc's affinity with its’ customers is profound and long-lasting. Time spent in any of their venues seems quite naturally to create loyalty, inspire word-of-mouth recommendation and builds their reputation in the local marketplace. Their customers are without doubt their greatest asset – champions and advocates all.
Our work for Arc.
Initially commissioned to develop the brand for The Pit - Arc’s concept barbeque bar and grill restaurant, we soon developed a close working relationship with the team and were drafted in to review other propositions within the growing portfolio. This included the Banyan highstreet bar chain, The Box student bars and Manahatta, Arc’s flagship premium bar offer.
Inevitably attention turned to the group business brand itself which had not been reviewed since the business’ inception. Having now worked with Arc for six years, we now had a deep understanding of the business, the competitive landscape and the sector and were Arc’s natural choice to look at the group brand identity.
The process began with market analysis, customer insight work and interviews with bar managers across the portfolio to understand the realities of each proposition and establish perceptions and awareness of the greater group entity. This was followed by a rigorous four day brand workshop experience with the management team and key staff members.
Bringing together all our findings and insights we worked closely with Arc over the course of a month to finally define their proposition, positioning and new brand identity. This will be rolled out across both online and offline collateral in coming months.