Our Challenge
The world moves on. Each new seasonal refresh has to be better than the one that went before – and communicate an improved offer to a savvier audience.
For Drake & Morgan’s half-yearly menu refresh, we had to raise the profile of an underperforming drinks offer while maintaining brand unity. And we had to broadcast the message across all print and digital platforms.
We drew guests into the world of Alchemy; we led them on a journey of flavour discovery.
Our Approach
Since many of Drake & Morgan’s neighbours are cocktail bars, we needed an identity that would stand out in a crowded market. We devised a name and a distinctive theme for the drinks range, then wrapped the entire offer – food and drink – within a unifying design style based on swirls of inky marbling. The approach was versatile enough to work on a printed menu, and with a mobile swipe.
Our Solution
Our look was whimsical and inviting. There were touches of humour, moments of magic, and at-a-glance clarity throughout. The Alchemy theme for the drinks range presented numerous opportunities for intrigue and adventure. Our flavour wheel stood at the heart of the customer’s journey of discovery. Who could resist running their fingers round this intriguing device to see where it led? It was a unique tool for upselling a product range with the most generous margins.
