Image of a man walking past a billboard with a poster of Eat Drink Meet inside
Mitchells & Butlers

Creating the Eat Drink Meet brand with Mitchells & Butlers

Brand creation and architecture

An identity to house multiple brands

Mitchells & Butlers owns a wealth of food and beverage brands across the pub and restaurant market. They wanted us to create a stand alone brand for a venue booking app that stands out from the crowd and gets them noticed. The identity supported the launch of a new digital product that empowers customers to search all Mitchells & Butlers facilities based on their unique needs. Mitchells & Butlers identified the need to be able to bring together all of their estate into one place for the purpose of supporting all their brands and their visibility as venues. We embraced the challenge of creating an architecture that brings together a mix of larger brands that are well known and established and softer brands that don't have an outward brand identity.

A roast dinner with cauliflower cheese.
Three women enjoying an evening out.

Modular design language

An identity for different 
brands and venue experiences

We created a modular design system that allows Eat Drink Meet to showcase venues not just for food and drink but also for experiences; think restaurants by the seaside, rooftop city bars, countryside classics, event spaces and more.

 This modular brand identity system works across the digital ecosystem; it allows customers to look for the experience they want and the business to showcase their brands, locations and offerings.

Images of food and venues with cut our shapes over the top.

Images speak a thousand words

We discovered that imagery was crucial - customers need to see the experience to feel it. Alongside a modular messaging system, sits a creative way to showcase the food, drink and venues. Using the associated shapes of the icons to frame and bring focus to imagery, we tied subject matter and sub-brands to the main brand identity.

Example Instagram stories highlighting the brand concept

The value proposition

Understanding the audience and validating the proposition

In order to build a proposition and gain market validation, we worked with internal stakeholders and conducted external customer research. Who are the products and services for? What experiences are they looking for? What’s missing from competitor experiences that could give us the edge? These were some of the insights that came from research, allowing us to create a better brand story and proposition.

An image showing that 90% of bookings revolve around food and drink but that they typically have wider requirements.
Two women drinking in a bar over food, one has their back to the camera.

Brand archetypes

The sage

Comprehensive: show breadth-of-knowledge, expertise and trust.

An icon of an open book.

Brand archetypes

The ruler

Confidence and assurance: proudly promise to provide experiences that are right.

A heart rising from a palm of a hand

Brand archetype

The everyman

Here for everyone: authentically stand for human connection and bringing people together for an inclusive experience.

A silhouette of two people

Brand language and identity system

Refining and expanding
the identity system

By leveraging the brand story, we created a design language that worked across the entire digital estate; it provided a holistic view of how the identity can work across both print and digital marketing, as well as the flexibility to be refined for digital applications. It also ensured that the language was consistent across the entire experience.

A poster on a modern bus stop
Eat Drink Meet logo
A man riding a bicycle in front of a billboard.

Digital first identity

Brand and product in harmony

Together with our product design teams, we worked to cross-pollinate insight and research. This helped to evolve thinking about the digital domain that would house the proposition. By working in sync, our product teams could make sure they were adding the right styling to components, plus make sure the copy matched the right voice and tone. They could also highlight any opportunities to explore, in terms of functionality and customer needs.

Examples of the bran identity across mobile, desktop and tablet.
A mobile device perched on a table.

Colour psychology

Defining the brand palette

A digital brand palette

Thinking differently about colour

To avoid competition, allow the sub-brands to shine and hold multiple brand colours within it, Eat Drink Meet needed an agnostic palette. For this reason, we chose a predominately monochromatic palette of black and white. The food market is saturated with reds and greens as a primary palette, so we needed something to differentiate our design above-and-beyond the competing brands. We opted for blue as an interactive highlight; we chose it to represent calmness and creativity, a feeling we wanted to conjure across the discovery experience.

Elements of the user interface with the brand palette applied

Brand and style guide

Providing clear guidance for brand consistency and scalability

We created guidelines for colours, logos, placements, typography, CTAs, copywriting guides across digital, and many more applications. 

 We also produced a full brand playbook, which included a guide on the brand story, what it stands for, who it talks to and why it has the character and tone it does, as well as how and where this should be applied. After the narrative about the brand, the playbook moved into clear visual design guidelines, specifying how and where to apply the visual styles.

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A picture of a man with curling hair, he is smiling.

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