Client: Montagu Group Limited
Project: Consolidation and Rebranding of Vending Division
Services Provided: Brand Strategy, Positioning, Naming, Brand Creation & Visual Identity
Project Duration: 6 Months
Background
Montagu Group Limited, a leading player in the UK’s vending market, set out to redefine its position in the sector by consolidating eight established vending companies under a single, unified brand. The group, which operates over 9,000 vending machines nationwide, needed a cohesive identity that could leverage its extensive expertise while maintaining its local presence and strong customer relationships.
The client faced a unique challenge: how to bring together multiple legacy brands, each with its own management structure and regional presence, into a single brand entity—without losing the distinct value and customer trust each had built over time.
Strategic Approach
Montagu Group enlisted Think Collectiv to lead the complete rebranding process, which involved creating a new identity that resonated both internally with employees and externally with customers. This process included a comprehensive naming exercise, brand strategy, positioning, and the development of a new visual and verbal identity.
Key Steps:
1. Research & Discovery:
The project began with an in-depth exploration of the internal structure of the various brands, alongside a review of customer perception and market positioning. Think Collectiv conducted stakeholder workshops, internal surveys, and customer interviews to understand the strengths and challenges of the existing brands and to identify shared values.
2. Brand Definition & Positioning:
The insights gathered during the research phase informed a clear brand definition and positioning strategy. The new brand needed to convey the scale of the company’s national operations while emphasising the importance of local expertise and customer relationships. A positioning statement of "Powering Your Day" was developed to signify the vital service and energy that vending delivers across all aspects of society and from office to hospital settings.
3.Naming & Identity Creation:
Through a detailed process of name generation built on the back of the strategic work and a collaborative workshop with key stakeholders, the name ‘The Vending People’ was selected. The name reflects the company’s dedication to its people, who are at the core of its service, and the focus on vending serving people in times of need. It also communicates a customer-focused approach, setting the company apart from competitors in the vending industry.
4. Visual & Verbal Identity:
Think Collectiv onboarded creative associates Tim Hales and Jerry Gross to develop a fresh visual identity in line with the new brief, including a modern logo, colour palette, and typography, to unify the brand across all customer touchpoints. The brand’s tone of voice was crafted to be approachable, confident, and people-centred, emphasising its core values of expertise, reliability, and customer care.
5. Brand Guidelines & Internal Launch:
The agency delivered comprehensive brand guidelines to ensure consistent application of the new identity across all channels. An internal launch was conducted to engage employees with the new brand, ensuring they understood and embraced the new vision before the external rollout.
The Result: ‘The Vending People’
The rebrand, led and delivered by Think Collectiv, successfully unified eight legacy vending brands, including West Country Vending Service Limited, LTT Vending Ltd, Cambridge Vending Limited, and Espresso Plus Limited, under one cohesive identity: ‘The Vending People’. This transformation positioned Montagu Group as the largest independent vending company in the UK.
Paul Arnold, General Manager at The Vending People, commented:
“Our new brand unites the different companies within Montagu Group as the UK’s largest independent vending company. It’s a significant step in bringing together our collective experience and expertise, demonstrating our clear vision to become the UK’s most recommended vending company.”
The transition to ‘The Vending People’ not only created a stronger market presence but also highlighted the company’s commitment to service excellence. Helen Walker, Marketing Manager at The Vending People, noted:
“Our new brand is built around the importance our people play, because they make us who we are. We know that a vending machine is only as great as the people behind it.”
Key Outcomes
- Streamlined Brand Architecture: Consolidation of eight legacy brands into one unified entity, reducing complexity and improving brand clarity.
- Strengthened Market Positioning: ‘The Vending People’ clearly communicates the company’s scale, capabilities, and commitment to local service.
- Enhanced Employee Engagement: Successful internal launch resulted in strong employee buy-in and alignment with the new brand vision.
- Improved Customer Experience: Unified communications and service delivery reinforced trust and loyalty among existing customers.
The new brand has set Montagu Group’s vending division on a trajectory to become a leader in the UK’s vending industry, supported by a cohesive and compelling brand identity.
This case study demonstrates the agile Think Collectiv team expertise in managing complex rebranding projects, pulling together creative and delivery resource and delivering a comprehensive solution that aligns with strategic business objectives and resonates with both employees and customers.
If you have a brand challenge, strategic or creative get in touch today.
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