Brief

A large proportion of the Brewer’s Fayre estate had been undergoing extensive refurbishment. This elevated these restaurants above consumer perceptions of the Brewer’s Fayre brand. A new brand was required to capitalise on the improvements.

Response

The new restaurants had a particular interior design style that used traditional pub textures and colours in a contemporary fashion. We saw this as a familiar and welcoming environment that also felt aspirational, making modern dining accessible to people who would normally be intimidated by contemporary restaurants.

The brand identity communicated the main consumer benefit of a ’place to enjoy sharing with others‘, positioning the brand with the same balance of welcoming warmth and contemporary aspiration as the interiors.