Aspens Catering Services Limited required an umbrella-brand that would combine three key elements of their catering outlets: restaurants, shops and cafes. The main requirement of the brief would be to create a sub-brand for the three areas but one which would also allow them to stand alone.

The Dine, Shop, Cafe brand was created using a handwritten font, encapsulated in a black circle along with a white Aspens logo. The logo system contains a colour palette of three complimentary colours.

Each module was then applied to appropriate sales materials and packaging including price tickets, menus, promotional material, tarrif boards, tent cards, bags, napkins and staff uniforms.

The umbrella-brand was also incorporated into the interior design of the new restaurants, cafes and shops. Signage and window-vinyl were all developed in the new brand style and colours. Culinary-themed wall art using the umbrella brand’s handwritten style was also created to support the brand and compliment the duotone photography.