Lounges are relaxed, welcoming and community-focussed café-bars: "Like all the comforts of home but better. Unless you have a chef and a bar in your lounge".
We’ve been growing the brand from around 20 sites in 2010 to nearly 200 sites across the UK today, never losing sight of that approachable, homely feel. Early on, working closely with the team, we developed a strategic proposition focussed around the Lounge Family – treating the expanding group as individual sites united by a common bond, rather than a monolithic brand.
Genuine old family photos were already used for the interiors. We took them off the walls and built the brand visual and verbal identity around them. We’ve been building the Lounge Family ever since.
Genuine old family photos were already on the walls of sites. We took them off the walls and built the brand visual and verbal identity around them.
We’ve been building the Lounge Family ever since.
We continue to work with Lounges today on brand strategy, copywriting and tone of voice, website (with our long-term collaborators 18a), menus, social media with the in-house team, employee brand/internal comms, staff manuals, marketing and ad campaigns, internal and external signage, posters, hoardings, stationary, toilet cleaning checklists...
“We’ve been working with the Common Ground team for a number of years now. I can wholeheartedly say they are truly awesome & have added immense value to our business. Their boundless creativity coupled with a refreshingly easy-to-get-along-with manner makes working with them an absolute joy and they have over the years, without fail, taken a good idea that we might have had and made it totally great. They are a really key partner for us and they have been instrumental in moving our brand, and as a consequence our business, forward in leaps and bounds”.
Alex Reilly | Chairman | Loungers plc
