Cardiff Design Festival

Brief

Whilst they had brand equity in bucket loads, the Welsh Rarebits team felt that their identity could do with a refresh in order to keep up with the new breed of progressive and innovative hotels that they were championing. Smörgåsbord were asked to create a new logo, brand hierarchy, colour palette, to update the Rarebits ‘tone of voice’ and to subsequently apply this to the 2010/11 Rarebits brochure.

Result

"After a long search and a rigorous selection process we chose Smörgåsbord to help us re-brand ‘Rarebits’ without alienating existing brand-loyal customers. Their pitch was brimming with new and innovative ideas, and they sold us on a brave and forward thinking design direction. Our new brand has been well received by our existing membership and has also drawn plaudits and business from the new, younger customers we were so keen to reach”. Mike Morgan Partner/Welsh Rarebits

Solution

Regarding the look and feel of the brand we simply strengthened through simplification. We grouped the hotels by region and stripped back the amount of typefaces used, opting to choose ‘Didot’, a classic ‘modern typeface’ from the 1800’s for the new logo and headline use, whilst the hard working Swiss sans serif ‘Akkurat’ was adopted for body copy and pricing information. A star shaped monogram was designed which can be used as a simple endorsement without the need for the full logo.

Project website

http://www.rarebits.co.uk