Thistles – Brand Development


Standard Life Aberdeen

The Challenge

With its brand looking slightly dated and in need of a refresh, the owners of Thistles asked Bewonder* to work its magic to help reposition the centre as Stirling’s shopping hotspot, and evolve and develop the brand to mirror its exciting retail, food and events offer.

As well as being in the driving seat for developing a new creative approach, outlining the strategic positioning and shaping the brand personality, we were also responsible for the roll-out digitally across the centre’s website and social media accounts. New creative collateral was also needed to reflect the updated identity.

Inspiring Brands

The Solution

After conducting research within the catchment area and holding a brand workshop with key stakeholders, it was decided that ‘The’ should be dropped from the centre’s name, and for it to become Thistles due to the brand personality being regarded as proud and confident. We also created a new logo with a contemporary look and feel to match its strong retail mix.

We also redesigned the website to be more vibrant and fresh to position Thistles as the city’s leading retail destination. It was designed to be a natural extension of the shopping centre and featured retailer offers, previews of coming events and local stakeholder activity.

Our Results

The centre successfully relaunched as Thistles with a strong outdoor media campaign, which included:

  • Local train station takeover with ticket gateways and floor graphics
  • Mega bus rears and mobile display advertising targeting ABC1 females in a 30-minute drive-time
  • Various outdoor 6 sheets targeting Stirling residents

The rebrand has been well received, generating positive feedback from various stakeholders.