SHAPING A BRAND
Grill Seekers
When a brand is already established, often the component parts are there – just a little buried amongst the day to day running of the business. So, working collaboratively with the brand team we get to work to unearth those core, hot embers that will reignite a fire in team members, stakeholders and (eventually) guests too. With Pub & Grill’s target audience always front of mind, we rebuilt their brand pillars and personality into something everyone could understand and get behind.
The same foundation was needed for the brand aesthetic. With clear direction established it was about finding the right visual language that would reflect the fun and playful approach to food alongside the dedication and craft from the team (not to mention a serious love of all things grilled).
It’s in the detail
Of course all of this has to come through into a winning menu. We crafted an entirely new menu design that highlighted the quality of the food, and the upbeat energy of the brand – of course with grill being front and centre.
The layout, colourways and typography were refreshed, and we directed a brand new suite of food photography to bring the dishes to life and boost sales.
Communication is King
Words. Picking the right ones can be make or break for your brand, and for Pub & Grill it was important to reflect the personality accurately, whilst still getting across how seriously the team took their approach to delivering delicious grilled dishes.
Our Tone of Voice development went above and beyond to help the Pub & Grill team know exactly what to say across every touchpoint, a library of example social captions, comms headlines and calls to action – as well as the ever important “don’t say this” list. All coming together to allow individual pubs to communicate effectively with their guests in a way that reflected a singular brand mentality and retain their individual fire & flair.
Campaign
Raising the steaks
With all of the core building blocks in place, it was time to create an annual comms plan for Pub & Grill that would re-assert their culinary aptitude, and make it clear to their customers these are not your average pubs. Our ‘Way of the Grill’ campaign focussed on the team’s passion for grilled food, and how that influenced their expertise in the area.