Having worked on an earlier version of the Signature brand, we were asked to help develop the updated identity for this next stage. The brief was to create a visual world that felt warm, confident and food-led, while still being practical enough to work across a national pub estate.

A key part of the work was the hand-drawn illustration style. The drawings add detail, warmth and personality to the brand, helping Signature feel more human and distinctive. They give the format a recognisable visual language that can flex across everyday menus, seasonal offers and campaign moments.

We created the Marston’s Signature holding logo, brand guidelines, illustration style, campaign assets and a full signage scheme for roll out. The identity needed to work across everything guests see and use  from menus, posters and point of sale to digital tills, screens, social content and external signage.

Over time, the illustrations have been used across a wide range of Signature activity, including Christmas, Easter, seasonal promotions, food-led campaigns and in-pub messaging. They give the brand a consistent feel, but still allow each campaign to have its own character.