Thinking different

Hatch is a new concept in retail, leisure and food and beverage: small, cost-effective units in a stylish space, designed for experimenters, innovators and entrepreneurs to bring ideas to market in a low risk environment with guaranteed footfall.

In a sense, its story goes back all the way to the 1980s, as it shares brand DNA with Manchester’s famous Afflecks. But the brief to Bert stipulated that this brand should be different to that venerable institution. This brand should be modern, unconventional, energetic and bold, just like the place itself…

Boxing Clever

We were tasked with bringing this concept to life before building even began.

Creatively, the project offered rich inspiration: an atmospheric location under Manchester’s iconic Mancunian Way flyover; architecturally fascinating, with steel shipping containers clustered around an inviting secret courtyard; and exciting new ventures from the hottest entrepreneurs in the country set to launch each week.

We began by imagining the name, Hatch, inspired by street food vendors and all the great new ideas and businesses hatching out of the place. Then we continued to hone the concept, establishing a brand strategy and visual identity for everything from the physical space to promotional campaigns.

Hip to be square

The Hatch story is a success; the place has already proved to be a phenomenon.

The huge pent-up demand in this part of the city for stylish, independent retail has resulted in enormous footfall, successful trading and a long waiting list of hopefuls eager to try out their own ideas in the Hatch space.