Pret A Manger unveils new brand purpose and identity

International coffee brand Pret A Manger has revealed a new brand purpose and visual identity to highlight its move into new global markets and its continuous digital transformation.

The brand’s new purpose is ‘To make every day a little bit brighter’, with a vision to “spread joy at every interaction with the brand”. It is also shown along with a new tagline: ‘Pret. Makes every day’. The company said the tagline has a “dual meaning”, designed to both reinforce the fresh and handmade nature of its products, and comply with the role Pret plays in its customers’ daily routines.

Meanwhile, Pret’s new branding, which was co-created with creative agency JKR, is designed to be more “accessible, uplifting and welcoming”, as well as “fresh, contemporary and distinctive”.

The brand identity will be executed across Pret’s global markets in the coming months, including the company’s digital assets, packaging, products, uniforms and stores.

Jane Walker, global brand and comms director at Pret A Manger said: “We’re really proud to be revealing our new brand identity today, which is freshly-made for the digital age while also being deeply rooted in Pret’s legacy as a generous brand. Our business has gone through huge changes over the past two years, and we recognised the need to bake our new identity into every asset, interaction and touchpoint."

“As we expand into new markets and channels, many people’s first interaction with Pret will be outside of our shops, so we wanted to ensure these customers get that same feeling as those visiting in-store.” she added.

The brand refresh comes at an important time in Pret’s growth journey. In recent months, Pret has opened new shops in Essex, Twickenham and Harrogate and is also taking on local and international franchise partners, starting with Ireland, Canada and the Middle East. The business has also transformed its digital and omni-channel offer, having launched The Pret Coffee Subscription and the Pret app in recent years, expanded its delivery services and piloted the highly-anticipated Pret Perks loyalty scheme.

In August 2021, Pret A Manger Hong Kong appointed Eric Lam as head of marketing. According to his LinkedIn,  Lam joined the international sandwich shop franchise chain last July after spending five years at Outback Steakhouse, where he set up the new marketing department and formulated yearly marketing plans.

Lam claimed that during his tenure, the brand attracted new opening opportunities in major malls in Hong Kong and China which resulted in a 30% year-on-year sales growth. He was also responsible for the execution and development of all marketing materials, including food photography, TVCs, digital, social and print ads, OOH advertising, local store marketing and menus. He is said to have initiated and led online projects such as website and mobile app development, revamped the brand's loyalty programme, as well as worked with marketing agencies for the execution of above-the-line and below-the-line communication activities.

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