Redefining the Local

Redefining the Local

Sector
Pub & Dining

Our creative
Brand Strategy, Naming, Logo design, Visual Identity, Verbal Identity, Marketing

Two for one
We were asked to help Stonegate Group split their ‘Pub & Dining’ division into two separate guest facing formats. A ‘one size fits all’ approach was no longer strategic enough for the different customer expectations identified between ‘Town/City’ and ‘Destination’ pubs within the existing estate. The two new brands had to sit within the Stonegate Group’s managed portfolio and also be distinctive within a competitive marketplace.

Pubsmiths and heritage pubs
We created a positioning strategy for both new pub brand formats to appeal to core audiences, including pillars, a personality, a story and a tone of voice. We worked closely with the Marketing team to create two names. The ‘Pubsmiths’ name was forged from British tradition – Smiths are artisans, specialists in their craft with a deep rooted knowledge and honed skill set. The name evokes Stonegate Group being the masters of their trade. The ‘Heritage Pubs’ name recognises the history and cultural/social values of the Great British Pub. A great tradition that enriches our lives, to be preserved and cherished.

Heritage Pubs logo was developed as a strong and unique shape based on a diamond and beer mat – combining top quality with a down to earth feel. We incorporated an icon created from a primrose, heart and crown – all rural pub references.

Pubsmiths logo has a monogram at its heart, with etched interlocking typography for a classical pub and foody feel – evoking unity and coming together. The traditional element of the logo is framed in the present day with contemporary typography.

Pubs are known by the name above the door – not the brand portfolio they sit within, so getting a pub group re-branding correct is nuanced, has to be carefully considered and executed consistently. For both brands we created full standards including logo usage, core colour palette, typefaces and usage hierarchy, photography guidelines, menu and all P.O.S. styling templates for core and seasonal activity.

Credits
Tony Chambers, Account Director / Stuart Westwood and Steve Oakey, Lead

Creatives / Trevor Frances lead Artwork
Steve Oakey / Creative Director
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“Pubs are known by the name above the door – not the brand portfolio they sit within, so getting pub group re-branding correct is nuanced. Hierarchy of brand message has to be carefully considered and executed consistently.”
Liam Wall / Head of Marketing at Stonegate Group
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“At Stonegate Group, our mission to improve and innovate, as well as position every site for success was at the heart of this project. It was fundamental we partner with the right strategic agency.

Working with the Eat With Your Eyes team again to develop these two new guest facing formats has been refreshing and strategic.

They embraced our vision to create two innovative, distinct formats, using our in-depth data and market research to guide development. Together, we crafted two strong brand identities, creative guidelines, and marketing collateral tailored to each location and guest profile – delivering well-loved traditional food and drink for moments that matter.”