Working with Greene King, we helped create a new, more experiential food positioning for their younger, super-social urban pub estate.
At the quirky, lively, ultra inclusive end of the pub demographic, the visual style and tone of voice had to go beyond the norm.
We developed a written standard with a social, playful nature, including a campaign call to action… “Foodie thrills with a plant-based edge, explicitly design for the curious”
Photography and short films were a key media to connect with this highly social customer group. We did the usual food photo shoot (with stylist) for some delicious marketing shots, but we wanted to elevate the eating experience further. With a group of target customers on location, we placed the camera in the heart of the dining experience, so it became ‘one of the gang’ and documented a social energy beyond food.
Menus, posters, social comms and internal staff marketing followed a simple colour and typographical standard. Stencil lettering, non-linear layouts and an emphasis on space-evoking a relaxed, inclusive openness.
We have also completed a food repositioning strategy for two other sectors within the Greene King urban estate.
