EARLS
In the vibrant hustle of the marketplace, some brands don't just exist; they thrive. Their radiating clarity, resonance, and undeniable presence make them impossible to overlook. Shaped Branding characterises these businesses as ‘Shaped Brands'—meticulously crafted identities reflecting core values and public presence.
To gain a comprehensive understanding of Earls' internal and external brand aspects, I conducted an in-depth interview, exploring each of the five stages of the Shaped Process: Clarify (Brand Substance), Identify (Positioning Strategy), Personify (Brand Persona), Amplify (Brand Messaging), and Solidify (Brand Presence).
Discover more on each of our 5 Brand stages- here
Today, we're excited to highlight Earls, an emerging leader in Perth's dynamic hospitality scene, known for its intentional focus on exceptional food and meaningful connections with customers. Our recent conversation with owner-operator Will Parkes provided an insightful look into the strategic thinking that shapes their identity. Will’s journey is nothing short of inspiring. He transformed his view of Earls from a source of income to a vibrant passion for hospitality, embracing the magic of creating meaningful connections with guests. This evolution showcases his unwavering dedication and drive as an owner-operator, working alongside a small, dedicated team. It's a testament to the power of passion in the world of hospitality.
We thoroughly analyzed how Earls has built an impressive presence by exploring the core elements of their brand: substance, competitive strategy, persona, communication, and visual identity. These foundational pillars are integral to our Shaped Branding Framework.
CLARIFY
BRAND SUBSTANCE: Building from the Core
Every great brand starts with a strong grasp of its core essence. We delved into how Earls distinctly defines its fundamental purpose.
At its core, Earls' purpose transcends mere transactions; it's about enriching lives through exceptional taste and genuine human connection. Will Parkes captured it perfectly-"Our ultimate 'why' is to craft not just an exceptional product, but an exceptional feeling – an experience that leaves you better than when you arrived. “This resonated, especially in the Perth market that often lacks the personalised service we desire.” Will shared a poignant observation from a previous café, emphasising that he was "selling conversations as much as coffee," which underscores his natural inclination to foster positive interactions. This deep-rooted desire for people to "feel good" serves as a powerful driving force, embodying Will's empathetic approach to business. Ultimately, this core purpose is designed to filter through every aspect of the Earls brand, from its marketing to every staff interaction.
Looking to the future, Earls' vision shines. Will aspires to create "a few more stores with a similar vibe and values" emphasising growth while upholding the quality and essence that define them. This measured ambition paves the way for thoughtful expansion, potentially introducing a unique franchise model that celebrates their consistently crafted sandwiches and exceptional customer experience.
To achieve that vision, their daily mission centres on preparation and efficiency. Will expressed their mission as "ensuring preparedness to deliver quality products with quality service every day." This meticulous approach highlights a commitment to streamlined systems that ensure consistency while freeing up time for innovation and deeper customer engagement, reinforcing Earls as a reliable friend who always delivers.
The foundation of Earls' culture is intricately woven with core values such as fun, friendliness, lightheartedness, and authenticity. Will highlighted the importance of "being a good person" as the cornerstone of their customer service. The brand's unique and "funky" vibe, combined with Will's commitment to being authentically himself rather than fitting into a mould, truly reflects their genuine spirit.
Our ultimate 'why' is to craft not just an exceptional product, but an exceptional feeling – an experience that leaves you better than when you arrived.
Will Parkes, Owner-Operator, Earls
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IDENTIFY
Competitive Strategy: Charting the Course
"Our ultimate 'why' is to craft not just a really good product, but CULTIVATE A really good feeling.
Transitioning from its strong internal foundation to its prominent market position, Earls decisively maneuvers through the competitive landscape with the intent to distinguish itself.
Earls aims to be "unique in every way," including singular coffee sourcing. Will acknowledged not focusing on specific demographics in their Instagram ads, but I emphasized understanding the target audience's psychology, wants, and needs. This includes their lifestyle, desires, and how they want to be seen aligned with the brand. Earls' audience likely consists of working professionals seeking consistency, who value a unique, authentic local experience.
next-level comfort food, meticulously made from scratch, within a distinctly unpretentious and funky '60s/'70s inspired space.
In the competitive food scene of Perth, Earls stands out amidst a sea of local coffee shops that double as community hubs. While it navigates the challenges posed by direct competition from these cozy cafés and indirect rivals like sandwich shops, homemade meals, and even Uber Eats, the question remains: what sets Earls apart and makes it truly special?
Their distinct difference lies in offering next-level comfort food, meticulously crafted from scratch, all within a vibrant and unpretentious '60s/'70s inspired space. It's a compelling fusion where discerning taste meets genuine connection, creating a reliable and de-stressing escape from the everyday. Will emphasized that every element at Earls, including the bread, is made from scratch, showcasing the profound effort and care infused in their offerings. He is acutely aware that the fit-out of Earls beautifully complements the quality of the food without veering into seriousness or pretension, achieving a polished yet authentic feel with a nostalgic aesthetic. This unwavering commitment to uniqueness and authenticity, rooted in their grassroots background and promising a comforting experience with ultimate comfort food, truly sets them apart.
PERSONIFY
Brand Persona: Giving Voice to the Brand
A truly 'Shaped Brand' commands attention through a relatable personality forging a deep emotional connection with its audience. Earls has embodied its brand by capturing the authentic essence of its founder, bringing it vibrantly to life.
Will Parkes expressed that the Earls brand embodies himself. His outgoing, personable, engaging, and empathetic nature defines the brand's core character traits. If Earls were a person - it would be that wholesome, open-minded friend, eager to explore new experiences, blessed with impeccable taste and most importantly, someone you can always count on. Earls is the companion who helps you unwind, fosters good vibes, and encourages heartfelt conversations. This human-centric approach creates a brand that truly resonates with customers, transcending the boundaries of a typical commercial entity.
This distinct personality directly defines the brand's voice. Will prioritizes authenticity and honesty, striving to be relatable without crossing into unprofessionalism. The communication style intentionally avoids pretentious language, focusing instead on a genuine, approachable, and inviting Australian tone. This assertive and consistent personality in messaging is essential for boosting Instagram engagement; it goes beyond merely showcasing food and fosters deeper connections with the audience.
“Earls is the friend you can rely on to destress, promote good vibes, and have a good ‘chin wag’ with.”
AMPLIFY
BRAND COMMUNICATION: Spreading the Message
With a strong foundation and a unique personality, the Shaped Brand is now empowering its message to resonate widely by exploring strategies to effectively amplify Earls' voice to engage and captivate our audience.
At the core of Earls' communication are three powerful messages: quality, consistency, and comfort. These key descriptors serve as essential guiding principles for all communication efforts. They are crucial in establishing customer trust and guaranteeing a steadfast brand promise across social media, the website, and every interaction with staff. This reinforces Earls' commitment to delivering reliable quality and exceptional service without compromise.
Earls doesn't just share information; it masters the art of storytelling with instinctive prowess. Will's early success on TikTok, where he captures authentic moments and highlights the behind-the-scenes dedication involved in crafting everything from scratch, demonstrates the strength of powerful brand storytelling. This approach forges genuine connections and effectively communicates why consumers should choose Earls. In a landscape where big brands often overshadow smaller ones, this grassroots authenticity is vital, allowing Earls to stand out by showcasing its unique narrative.
While finalizing a formal tagline is still emerging, Earls' strong brand reputation and unique qualities already serve as powerful hooks. I strongly recommend that the tagline be rooted in the brand's established foundation to distinguish it from competitors. It's crucial to avoid generic phrases; instead, to craft a tagline that encapsulates the brand's essence clearly and effectively, making a memorable impact.
SOLIDIFY
Brand Visual Identity: The Visual Story
At last, a Shaped Brand showcases a visual identity as captivating and cohesive as its core values. We examined how Earls' visual elements seamlessly blend, crafting a memorable and striking presence that leaves a lasting impression.
Earls' brand identity system is distinct and meticulously crafted. Will expressed a clear preference for warm, comforting tones such as burgundy and cream, highlighting their striking contrast. This visual language, designed by Will's partner, embodies a retro, authentic, and "funky" aesthetic that deliberately steers clear of any static or pretentious vibe.
Earls strives to deliver a unified and impactful brand presence across all channels, whether through striking visual elements, dynamic social media platforms, or inviting physical spaces. With a strong focus on Instagram for marketing and a recently launched Square ordering website, I strongly advocate for ongoing engagement with TikTok to maximise reach. The consistent visual identity across every touchpoint—from the quality of the fit-out to the exceptional food—reinforces the authentic, friendly, and reliable experience that defines Earls.
Key Takeaways & What We Learned from Earls
OUR EXAMINATION OF EARLS' BRAND JOURNEY UNCOVERS SEVERAL UNIVERSAL TRUTHS THAT EVERY ASPIRING 'SHAPED BRAND' SHOULD EMBRACE WITH CONFIDENCE:
Purpose-Driven Experience & Comfort: Earls proves that a genuine commitment to customer well-being and connection, combined with exceptional comfort food, is the key differentiator that establishes a reliable and comforting presence.
Authenticity is Magnetic: By showcasing the founder's authentic personality and passion, Earls develops a unique, relatable, and trustworthy identity that resonates powerfully; it feels like a dependable friend. The deliberate choice to avoid pretentiousness in their aesthetic enhances their authentic appeal.
Consistency from Core to Customer: From mission preparedness to visual aesthetics, maintaining consistency across all internal and external touchpoints solidifies trust and reinforces the brand promise, establishing reliable food and service.
Storytelling as a Superpower: Leveraging organic, behind-the-scenes narratives, even through simple platforms like TikTok, can powerfully showcase effort and build genuine connections, helping customers feel like they're sharing a moment with a trusted companion.
