We were asked to help Stonegate Group split their ‘Pub & Dining’ division into two new guest-facing formats. A ‘one size fits all’ approach was no longer strategic enough for differing expectations between ‘Town/City’ and ‘Destination’ pubs.
We developed positioning for both brands - defining pillars, personality, story, and tone. We created the names: ‘Pubsmiths’, reflecting British craftsmanship and expertise, and ‘Heritage Pubs’, celebrating the history and social value of the great British pub. Both logos were designed to reflect this.
Each brand included full guidelines for logo use, colour, typography, and photography. We also delivered initial menus, point-of-sale, and seasonal templates for in-house teams to adapt.