Larder, a well-established restaurant in Lichfield, was facing a critical crossroads. Despite its quality offering, the venue was struggling with a “fine dining” perception that was limiting appeal and impacting bookings, making the restaurant feel inaccessible to a broader range of clientele. Larder’s road to success was clear: shed the exclusive image, embrace a friendlier, more day-to-day dining offer, and showcase their exceptional grill menu to attract a wider – and younger – audience.
Eat Marketing orchestrated a deeply comprehensive rebrand, refining every customer touchpoint – from visual identity to digital presence, Larder was carefully and expertly rebranded. The strategy centred around repositioning Larder as a warm, inviting space in the heart of Lichfield, establishing a versatile brasserie and grill presence that felt special enough for occasions yet relaxed enough for spontaneous, mid-week dining.
This rebrand began with the fundamentals – evolving from simply “Larder” to “Larder Brasserie and Grill,” immediately signalling the restaurant’s refreshed focus. Our design team developed two distinct logo concepts, working through two rounds of refinements to capture the perfect balance of sophistication and approachability whilst executing the Larder team’s creative vision.
Their all-new visual identity now features a sleek, contemporary logo which effortlessly marries together both quality and accessibility, an updated colour palette infusing the brand with a sense of warmth and energy, and fresh, thoughtfully-considered typography selected for its modern yet timeless style. Eat Marketing’s work didn’t finish there, however – to ensure consistency across all touchpoints, we created a comprehensive style guide and full logo asset suite for seamless application across Larder’s digital and print faces.
Understanding that the website would be many customers’ first interaction with the all-new Larder, we completely reimagined their digital experience. The redesign reached well beyond aesthetics, crafting compelling and original copy that helped to bring the new positioning to life, integrating updated menus with mouth-watering imagery, and optimising the entire site structure for improved user experience.
To boost visibility and site traffic, our experts conducted strategic SEO implementation with enhanced metadata and optimised content, launching fresh new blogs announcing the new look and menus. The Eat Marketing team completed a homepage transformation showcasing Larder’s new and improved brand story, featuring seamless integration of new photography, video content, and digital galleries exhibiting the refreshed space and offering.
For a restaurant serving up dishes as spectacular as Larder’s, the team at Eat Marketing knew stock photography wouldn’t cut it. A half-day on-site content session brought the rebrand to life, capturing the essence of Larder Brasserie & Grill through expert art direction. From shots of the sizzling grill to a comfortable, welcoming interior, this fresh imagery and video content became the foundation for all marketing materials, ensuring each and every visual told the story of accessible quality dining.
Understanding the importance of reaching young diners where they spend most of their time, we developed a smart, multi-platform social strategy. This included onboarding Larder onto TikTok with a targeted influencer launch plan, optimising their Instagram and Facebook presence with updated bios and profiles, and creating a refreshed content calendar that will consistently reinforce the new brasserie and grill positioning. Our awareness campaign didn’t stop online, either – we planned, designed, and printed promotional flyers promoting the all-new Larder, delivering them to over 50,000 homes in the local Lichfield area.
Larder’s August relaunch was executed flawlessly, with every element of the rebrand rolling out simultaneously for maximum impact. The cohesive new identity successfully shifted perceptions, with the venue now viewed as an inviting community staple perfect for everything from business lunches to large weekend gatherings.
The rebrand positioned Larder Brasserie & Grill to capture a larger share of the casual dining market, whilst still maintaining the exceptional quality of food and service existing customers valued.
