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CANTALOUPE GROUP

 
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CANTALOUPE GROUP
Branding a corporate across individual businesses

Now one of London's most respected bar and club operators, rapidly growing Cantaloupe Group was founded in 1995 with its first bar/restaurant, 'Cantaloupe'. IKON commenced work in 1999 with an initial brief to help define and develop the brand for the business. This has been extended to include strategic marketing and PR advice.

The challenge was to create a corporate branding proposition that would achieve consistency across each venue, while at the same time allowing each location to develop its own identity to suit the community in which it operates.

IKON was closely involved with launch of the second venue, 'Cargo', in November 2000, which was hired by BMW for the launch of the new Mini. Work was then commenced on developing the company's third venue, Market Place, that opened to wide acclaim in January 2001. A clear corporate brand positioning and strategy has resulted in the group having a clear sense of direction and led to the business earning a reputation of being one of the smartest and novel operators in this competitive sector. Cantaloupe is a winner of the Time Out Bar of The Year award and Cargo a runner up.