Working with Pine Tree Lane, our aim was to capture the essence of what made Pine Tree Lane what it is: A colourful, expressive brand offering customers everything from unique, signature pieces, to fully fitted interiors.

Pine Tree Lane blends high end design with affordability. We developed a brand spanning retail and environmental design, through to printed brochures and collateral, as well as web design and social media look and feel. While the brand features bright colors and multiple, dynamic grapic elements, by pairing it with white space and simplistic typography, the brand feels fresh, minimal and modern.

Working with the founders, we developed a minimal identity spanning a simple, muted color palette punctuated by gold foil and complimenting understated, white interior spaces.

In creating the brand for White and the Bear, we wanted to develop two characters for the venue. White (the Rabbit) and Bear would be two friends, each with their own distinct personalities. We developed a clear brand story for each of them, defined each of their personalities and then began to create messaging for each of them.

From there. we developed their image and finalized how each of them would look, move and act, considering different angles and profiles.

Working with the client, appointed chefs and interior designers, we brought the brand to life throughout the restaurant space bringing playful touches to the venue’s key interaction points and touchpoints, including menus and takeaway items.

We then looked to the digital space, including social media and the White and Bear website to fully realize and complete the brand.

Solution:

We developed a robust brand for Roxy Plus spanning three different tiers and driven by key elements – including type, color and style – taken from the recently updated Roxy branding. Designed to be flexible and dynamic, the Roxy Plus brand moves easily across media – print, digital and social, as well as animation, 3D cinema graphics and printed advertising.

On approval of the brand, we released a teaser campaign, influenced heavily by key visuals from big summer blockbusters.

A robust campaign followed, taking the idea of loyalty but grounding it in the world of film culture through a newly created Roxy illustration style, as well as quotes and characters from the movies.

In developing the name and brand identity for the venue, we wanted to ensure that the brand was in line with the café’s core offering – a place where people can meet, socialize and where guests can take the time to sample a number of smaller cakes, pastries and starters. At the same time, we wanted the name to reflect the regional, Arabic heritage surrounding where much of the coffees, teas and desserts are sourced from.

Certain stylistic choices were carried through into all of the venues – metallic finishes (golds and coppers), patterning and an uncluttered, modern, sense of design found its way into each and every one of the venue’s brand identities. There though, the similarities ended and each brand became its own experience.

Menus – rich, hardcover leather-bound volumes with gold trim and copper screws, were designed to not only reflect and enhance the restaurant experience, but also to allow for quick and easy amendments in the future. Inside the menu, gold foiling was then applied over full color images to further enhance the richness and authenticity of the experience.

Working with the team at Jumeirah, we created a full suite of restaurant brand applications for Mare Mare – from menu design to coasters and napkins – finally compiling the project in a neatly documented brand guidelines document.