The Client
Renowned for their diverse array of pubs, Marston’s caters to a broad spectrum of preferences, offering a variety of pub experiences. From traditional community pubs serving classic ales and comforting meals to stylish destination pubs providing contemporary dining experiences, Marston’s ensures its pubs meet the diverse needs of its patrons.
Having previously collaborated on reworking the external appearance for Marston’s Signature format, the company approached us to address their marketing collateral for the same format.
Client:
Marstons Plc
Services:
Illustration, signage, brand, Visual Identity and Messaging Revamp, Guidleines, Comprehensive POS Toolkits, Design templates for print and digital
Date:
November 8, 2023
The Brief
Marston’s existing marketing materials exhibited inconsistency, lacking a unified brand image and failing to engage effectively. Menus and POS designs featured disjointed illustration elements, creating a patchwork of various styles, stock images, and sources. Seeking a more unique and quirky approach, Marston’s found the current literal illustrations lacking.
What We Did
Recognizing the need for a visual identity update that aligned with the brand’s personality and target audience, we crafted a playful and contemporary new mark. This distinctive visual identity aimed to differentiate Marston’s Signature from competitors and attract customers to their pubs.
Our illustrations played a crucial role in bringing the brand story to life, capturing the warmth of Marston’s atmosphere. Emphasizing a timeless country-pub ambiance with a focus on food and drink provenance, the approach strategically targeted and appealed to customers in suburban towns and villages. Key drivers here were the quality of food, a friendly welcome, and a sense of familiarity.
Outcome
To empower Marston’s in maintaining a consistent brand presence across platforms, we developed a comprehensive toolkit. This included engaging illustrations, brand colours, and fonts tailored for campaigns and promotions. Seamlessly integrated into print and digital materials, such as menus, POS, wayfinding signs, website, and more, these elements ensured a cohesive and impactful brand representation both online and offline.
