Bonfire creates identity for Whitbread’s new pub restaurant brand Cookhouse & Pub

The Cookhouse & Pub brand aims to re-invent the pub dining experience

Whitbread, the UK’s largest hotel, restaurant and coffee shop operator, has appointed Bonfire Creative Intelligence to create the branding for its newest pub restaurant brand Cookhouse & Pub.

Bonfire’s concept was to build a brand identity around the idea of ‘togetherness’. The Cookhouse & Pub visual identity draws on the ampersand in the brand name to represent the restaurant and pub coming together. The agency aimed to create a natural and relaxed approach to the branding.

Bonfire also worked alongside several agencies including interior designers, web developers and PRs to translate the brand across multiple consumer touchpoints including signage, restaurant interiors, the website and social media channels.

Maria Leventis, interim brand development and marketing manager at Whitbread, said: “Bonfire was tasked to deliver a huge amount of work in a very short period of time. I’m delighted not only with the outcome, which absolutely delivers against the brief, but have thoroughly enjoyed working with the talented team there.”

Stephen Judge, founder and strategic development director at Bonfire, said: “Developing a brand for a restaurant chain is a unique challenge. It has to communicate a distinctive and inviting feel to customers from the outside and translate across numerous touchpoints both in the restaurant and digitally. We are delighted to have had the opportunity to work with Whitbread to create the Cookhouse & Pub brand and cannot wait to see it come to life in more outlets over the coming months.”

The first Cookhouse & Pub restaurant opened in Oldbury in October 2017, with three other sites in Holystone in Tyneside, Ripley in Derbyshire, and Kilmarnock opening over the next few months.

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