Case 19

 · 

Rebrand

 · 

Hospitality

Velvet &

Velvet &

Velvet &

Oak

Oak

Oak

Two restaurants, two kitchens and two names, merged into one house. A shared wordmark, a menu system that works at both covers, and signage that tells a guest which room they are in.

Two restaurants, two kitchens and two names, merged into one house. A shared wordmark, a menu system that works at both covers, and signage that tells a guest which room they are in.

Two restaurants, two kitchens and two names, merged into one house. A shared wordmark, a menu system that works at both covers, and signage that tells a guest which room they are in.

2 sites

2 sites

One brand

One brand

41

41

Menu items unified

Menu items unified

11 wks

11 wks

Merger to opening

Merger to opening

1

1

Wordmark, two rooms

Wordmark, two rooms

2 sites

2 sites

One brand

One brand

41

41

Menu items unified

Menu items unified

11 wks

11 wks

Merger to opening

Merger to opening

1

1

Wordmark, two rooms

Wordmark, two rooms

2 sites

2 sites

One brand

One brand

41

41

Menu items unified

Menu items unified

11 wks

11 wks

Merger to opening

Merger to opening

1

1

Wordmark, two rooms

Wordmark, two rooms

Client

Velvet & Oak

Client

Velvet & Oak

Client

Velvet & Oak

Year

2023

Year

2023

Year

2023

Scope

Rebrand · Menu system · Signage

Scope

Rebrand · Menu system · Signage

Scope

Rebrand · Menu system · Signage

Team

Three, plus a sign fabricator

Team

Three, plus a sign fabricator

Team

Three, plus a sign fabricator

Client

Velvet & Oak

Year

2023

Scope

Rebrand · Menu system · Signage

Team

Three, plus a sign fabricator

01

01

01

The problem

The problem

The problem

Two restaurants three streets apart had merged on paper and nowhere else. Each kept its name, its menu format and its own printer. Guests booked one and arrived at the other.

02

02

02

What we changed

What we changed

What we changed

One wordmark with the room name set beneath it, so both sites share an identity without pretending to be the same room. The menu became a grid with fixed slots, priced weekly by the kitchen and printed in house on the morning of service.

03

03

03

What happened

What happened

What happened

Both rooms opened under the merged brand in the eleventh week. Forty-one items were reconciled into one list. Menus are now set by the head chef without a designer in the loop.

The system

The system

Specimens as delivered: wordmark, menu grid, door sign and the booking confirmation.

Specimens as delivered: wordmark, menu grid, door sign and the booking confirmation.

The system

Specimens as delivered: wordmark, menu grid, door sign and the booking confirmation.

Identity

Identity

Identity

3 lockups

Menu

Menu

Menu

4 templates

Signage

Signage

Signage

3 sizes

Wordmark

Wordmark

Two rooms

Two rooms

Menu grid

Menu grid

A4, weekly

A4, weekly

Door sign

Door sign

Brass, 240mm

Brass, 240mm

Confirmation

Confirmation

Email, 600px

Email, 600px

The menu takes twenty minutes on a Monday. It used to take a week and a phone call.

Nadia Marchand

Nadia Marchand

Nadia Marchand

 · 

 · 

Head Chef, Velvet & Oak

Head Chef, Velvet & Oak

Head Chef, Velvet & Oak

Next cases

Next cases

Next cases

Got a system

to

 fix?

Signage, packaging or a brand that has drifted across six teams. Tell us what is broken and we will say how we would approach it.

How this was built

How a two-round review kept a merger on its opening date.

Got a system

to

 fix?

Tell us what is broken and we will say how we would approach it.

Got a system

to

 fix?

Signage, packaging or a brand that has drifted across six teams. Tell us what is broken and we will say how we would approach it.

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