Compass Group (Ireland), part of the global Compass Group, aimed to rebrand itself as Compass Ireland to establish a distinct identity within the Irish market. With an annual turnover of approximately €68 million in Ireland, Compass Ireland sought a brand that would reflect its local roots while aligning with similar rebranding efforts in Scotland and Wales.
The challenge was to create a unique and stand-alone brand identity for Compass Ireland that resonated with Irish culture and values. This rebranding needed to balance two goals: to align with Compass Group's broader rebranding efforts in other regions, such as Scotland and Wales, and to establish a distinctly Irish identity that highlighted Ireland’s local landscape and traditions.
Following extensive research, we integrated the Irish Trinity Knot as a central element in the brand design, embedding it within the ‘A’ of “Ireland” to symbolise the brand’s strong connection to Irish culture. The Trinity Knot, representing the land, sea, and sky, resonated deeply with Ireland’s tradition of locally sourced food. We developed a comprehensive suite of branded assets for Compass Ireland, including a brand book, logo variations, PowerPoint templates, email signatures, business cards, stationery, and brochure templates, ensuring a consistent and culturally relevant brand presence across both print and digital media.
