Our Challenge
William Nicholson (1824–1909) was a distiller, a politician, a cricket player, and a generous benefactor. Nicholson’s pubs are all different, yet they all owe something to the man who founded them. William’s influence is lasting, and his alehouses continue to buzz with his particular brand of warmth and hospitality. Over many years we helped Nicholson’s insight team to articulate their desired new vision and develop their brand repositioning communication.
Our very first task was one that we remain proud of: to redesign the distinctive Nicholson’s brand mark. With respect for the past and a restrained hand, we subtly and successfully transformed the beloved symbol into a more visually refined solution, bringing the rich history to life through multiple printed and digital applications.
Our Approach
The reimagined brand identity was applied across the board: from ale pumps to posters. We continued our work for the pubs with unique designs for the Nicholson’s Ale Trails, the Hop Circle app, in-pub menus, web design and POS collateral, all celebrating the timeless nature of the Nicholson’s pub experience. Through our witty blend of Victorian illustrations, modern typography and cheeky phrasing, we achieved a distinct graphic footprint that ensured the pubs remained current and engaged with loyal guests at all touch points.
Paying homage to the pub that’s been pulling pints since 1945
Our Solution
As proud brand guardians, we have a thorough understanding of Nicholson’s and its values. We have penned guidelines and tone of voice toolkits to ensure consistency and authenticity across all mediums, as well as effective ROI. We’ve developed a range of trial sites to test menu models and drink strategies as well as seasonal graphic styles. We recognise the importance of empowering our clients, setting up online menu tools and brand collateral resources to facilitate efficient and economic access to creative assets. Our inclusive and forward-thinking approach has ensured a strong and lasting partnership.
