Cinema-goers will see FutureBrand’s identity for Vue, the renamed Warner Village chain, from this weekend as an English & Pockett-designed launch commercial hits the big screen.
The moving image features a ‘dancing chameleon’, says E&P creative director Rob Machin, to inform audiences that the Warner Village is changing, while ‘setting the stage for the total rebrand’, scheduled for mid-February.
During the 25-second spot, the animated character walks into the existing Warner Village logo, which then morphs into the Vue identity to reveal the strapline ‘Enjoy the Vue’ and a website address, www.myvue.com.
Describing Vue as a ‘new dynamic brand’, the company’s marketing director Mark de Quervian claims the 40-strong chain will offer more personality than those with names ‘based on initials’.
‘We see a gap in the market for [an emotive] cinema brand and we have the opportunity to build something from the ground up without any heritage,’ he adds.
On-site implementation of the brand work should be completed by the end of April, adds de Quervian, with cinemas being ‘refreshed’ in batches of six.
Vue is likely to appoint an interiors consultancy by the New Year, as the programme involves ‘an element of refreshment work inside the cinema’, de Quervian explains.
The E&P trailer, created by Luiza dos Santos Cruz, will run until the new signage goes up, whereupon it will be replaced by a 60-second, brand-defining corporate ident, designed by Kemistry.
Much of the original identity work, embracing the name change, was overseen at FutureBrand by creative director Dennis De Rond before his departure in July (DW 19 June).