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History helped create Dome brand’s appeal

PUTTING a sense of history into a new brand helped build Dome Coffees’ franchising success.

The coffee seller was created with the idea of going to a franchise and had developed its operating systems accordingly. All that remained was to create the brand.

Chemistry Design director Roland Butcher said his company was given the brief to create a brand that reflected a European-style coffee house.

“Dome founder Phil Sexton had done some research into other franchised coffee houses, such as Starbucks, but he wanted something European,” he said.

“As part of that we developed the old-style coffee tins, which helped give the company a ‘rich’ history. They became more than just cheap merchandise.

“We set up a series of images within the logo to create a feel of eclecticism.”

Mr Butcher said a successful brand was essential to a franchise operation working.

“It can have the best operating system in the world but unless the brand is in with it, it will not work. You need the imagery to link with the business system. You need to establish from the outset what the franchisable elements will be.”

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