Brief

Whitbread had a business objective to re-launch its underperforming Brewster Bear brand. This required a concept that would have broad consumer appeal and have the potential to turn round 3,500 covers a week.

Response

We worked closely with the marketing and operations team to create a brand with a unique proposition – an entertaining eating experience, with an amazing choice of food freshly prepared by chefs working at a 35m long counter - and all at one fixed price.

This unique proposition required a unique visual language. We explored the visual looks of a wide range of categories (not all from food), to find out what new combination of visual cues could express our brand. We learnt, for instance, that Mediterranean colours denote freshness and variety (from an association with holiday buffets), and that a level of hubbub and energy was required from design. To underpin all of this, we created a name and logo that felt like a classic English food brand.

The resulting identity creates a new category, deftly placed between fast food and family pub restaurants.