Project spotlight

Full rebranding project for popular city centre restaurant, bar and grill.

We worked with The Union on their rebranding project and developed a new brand identity, full creative application and supporting materials.

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Overview

The Union Bar was known for good food, decent beers and a great atmosphere. None of this was represented by a logo created at the time of the launch of the business. It was outdated and didn’t communicate the brand offering or the overall feel the venue wanted to portray.

The CHallenge

It was important to develop an identity, a style and a feel that represented what Union stood for. The client wanted a look that felt established, unique and flexible and possibly with a gently nod to a hipster feel.

Colours were important – not brashy or dayglo but more reserved and strong enough so that the logotype itself could appear on a range of backgrounds, colours and locations.

The solution

Research showed us that nobody referred to the venue as The Union Bar – it was just called Union and we used this finding as the key rebranding element. By dropping the ‘The’ from the name, it allowed us to make the name the hero.

Using a commercial typeface as the basis of the logotype, we worked to develop this to create a final logotype that offers a strong point of difference in a busy market environment.

By adding the ‘Bar & Grill’ byline, we were able to emphasise the offering more clearly and matched this with stylish, unique,  hand drawn illustrations, a bordered pattern effect and strong type application.

Finally this was applied across all customer touchpoints  – including menus, point of sale materials, signage and staff clothing etc.

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new identity development

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carter-branding-work-union-bar-grill-logo-purple
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new identity in action

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carter-branding-work-union-bar-grill-breakfast-menu
carter-branding-work-union-bar-grill-main-menu
carter-branding-work-union-bar-grill-grill-menus
carter-branding-work-union-bar-grill-drinks-menu
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carter-branding-work-union-bar-grill-acrylic-menus
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carter-branding-work-union-bar-grill-christmas-posters
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carter-branding-work-union-bar-grill-christmas-wall-frames
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Results

The relaunch of Union Bar and Grill was a great success. The new food and drinks menus went down extremely well with sales up year-on-year by over 40%. Average spend per customer increased as did length of stay and return visits.

Our approach and ongoing support meant that we were able to develop a brand offering that both exceeded our clients requirements but also helped improve the venue standing within their competitive market.

Expertise

  • Research and insight
  • Brand strategy
  • Naming
  • Concept development
  • Visual identity
  • Creative style[s]
  • Typography
  • Colour scheme
  • Brand guidelines
Deliverables

  • Corporate stationery
  • Marketing materials
  • Brand literature
  • Point of sale support
  • Signage
  • Menu design