As a third generation family business of over 70 years standing, Warrens have grown from humble beginnings to become one of the region’s foremost providers of agricultural and food waste recycling services. Since 2012, with the launch of the region’s first bespoke anaerobic digestion plant, Emerald Biogas, they’ve become recognised as key innovators at the forefront of this fast developing and increasingly important industry.
Anaerobic digestion is the natural biological process through which Warrens currently convert over 115,000 tonnes of food waste and organic materials into over 100 million kWh of clean energy every year, enough energy to power 19,000 homes, as well as supplying farmers in the region with thousands of tonnes of premium organic fertiliser.
The Guerilla Team collaborated closely with the Warrens Group’s leadership on the project, including Managing Directors Adam and Antony warren and Ian Bainbridge. The objectives were to effectively position the brand, articulate its mission, define its core values, clarify the complex relationship between Warrens and Emerald Biogas and create a unified identity that can express the brands qualities across all media and services.
We began by conducting a series of one-on-one conversations with a broad, representative group of Warrens and Emerald employees of varying levels of seniority and lengths of service, and to ensure we had a complete 360 view of the organisation, this process was then mirrored with a group of existing customers.
Engaging in these dialogues was central to the success of the project, allowing us to get a genuine feeling for the current corporate culture and the character, beliefs, attitudes and values of the individuals delivering the service as well as those on the receiving end.
This valuable data was collated and interpreted in a ‘state of the nation’ document which was then used extensively to inform our recommendations and a series of insights on which we based our brand positioning strategy and ultimately, the new identity.
“Guerilla has helped us elevate our presence in the industry, equipping us with a brand and values that truly reflect what we believe in. They have understood our needs and it has shown through how they have repositioned our brand. We’ve been really impressed with their expertise and they are a pleasure to work with.”
The five brand values arrived almost fully formed from our extensive interactions with management, employees and customers – representing each of the five pillars on which our brand sits; service, people, purpose, ethos and future. The initial idea of a mission statement was quickly transformed into a powerfully articulate brand promise, “converting yesterday’s waste into a cleaner, greener tomorrow” – simple, memorable, true.
The new brand marque uses two hearts combined in a single monogram to express the unification of the two organisations and form a single, unbroken loop, representing the end-to-end recycling process. From the collection of food and biological waste to conversion through anaerobic digestion into clean energy used by households and business, biofuel and organic fertiliser.
The monogram is accompanied by a logotype that simply states “Warrens”, (which was how most of our employee/customer interviewees referred to the organisation) and reframes the legend, “nothing wasted”.
A simplified brand architecture, outlined in comprehensive guidelines, helps unify the Warrens Group’s services, products and sub-brands into a cohesive whole. The framework also guides the look of all the Warrens Group’s communications, including a new suite of imagery using a natural, documentary style and editorial sensibility to engage the viewer and convey brand messages.
The roll out includes new vehicle livery, on-site signage, workwear, literature, advertising, exhibition and promotional materials and a new unified website, supported by a series of PR campaigns.
The Guerilla Team closed the loop with an internal launch event at the Warrens Emerald Biogas plant – where our Warrens Group employees were treated to a sneak preview of the new brand that they had helped to create, and presented with a launch pack. It included a “what we stand for” values booklet, new workwear and a range of branded merchandise – including a special Warrens Emerald Ale!
The launch event was planned by the Guerilla Team to coincide with the first of our PR campaigns, the arrival of the first of a new fleet of trucks powered by biomethane gas. This makes Warrens Group the first food waste recycling company in the UK to power their vehicles with biogas converted directly from their own food waste collections – yet another first for these pioneers of sustainability!
“The acquisition of trucks that are powered by the biomethane gas they help to generate means CO2 emissions are reduced by almost 100% - which could very possibly give Warrens Group the lowest carbon footprint for collection of food waste on the planet”