Mitchells & Butlers

Premium Country Pubs

Creating a unique identity for a multiple pub operator’s estate

We took a 300-strong chain of pubs on a journey from a ‘one size fits all’ approach to something that allowed each pub to have its own identity, whilst still fitting within the confines of a large PLCs operating structure.

The challenge put to us was not only create beautiful design & accompanying copy, but also to develop a ‘system of individuality’ allowing each pub to have not only it’s own unique identity separate from the group, but also an identity that anchored it within its local area and community.

We realised that to achieve this we would have to research each pub & the surrounding area. As many pubs within the estate had often been licensed establishements for many years (and in some cases centuries), this offered a rich source of information and an inspiration point for each pub’s identity.

From this we created a connected character story & a wordmark for each pub which would drop onto a suite of collateral repeated for each pub; from ‘teaser’ building banners during refurbishment to VIP launch invites through to menus, loyalty cards and all the things needed to run a successful pub on a day-to-day basis.