Job Specification

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The Beech House group are a fast-growing chain of bar/restaurants found throughout the UK. After several successful years in business, they had built up a loyal customer base, but their brand identity was outdated and didn't effectively communicate the unique experience they offered to customers.

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The Challenge

As part of their expansion plan, I oversaw a full rebrand of the The Beech House identity, aimed at refocusing the company’s unique selling points with a clear brand proposition; a comfortable setting where you are always welcome and always feel at home - ‘our place and yours’

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The Approach

‍Working closely with Peter & Paul design agency, we collected data on customer demographics and market position relative to their town, city and region. We then drew up a brand development plan and used it to inform a multimedia design solution that highlighted the key pillars of the business. 

We created a new logo and visual identity that reflected the client's fun and lively atmosphere, using a bold and colourful design approach with a mix of lifestyle photography, macro photography and illustration.

Once the final set of brand guidelines were completed, I executed all deliverable brand assets across digital and print formats. These included the websites for the individual venues, point of sale material, promotional assets, uniform design, external advertising, menus, and loyalty programme collateral. 

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The Result

The Beech House has continued to grow as a business, collecting multiple awards in 2021 and looking ahead to two new openings planned for 2023.

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